Kevin Lacassin started a catering company in 2008 called Good Food Catering Company in Tampa, FL. He discusses how he grew the business from small parties to large events through grassroots marketing and sales techniques. The presentation provides advice on creating a business plan that establishes an identity, financial planning, marketing strategies like social media and networking, and making sales a priority. Kevin emphasizes the importance of having a clear plan and adapting it over time based on what works best for the business.

1. FROM BANKER TO BUFFETS…
STARTING A NEW
CATERING
COMPANY

2. Who is this guy?
Kevin Lacassin
Owner / Chef

3. About Kevin
Good Food Catering Company– Tampa, FL
 Background in finance, sales and hospitality
 Started Company from scratch in 2008
 Quickly became known as an upscale caterer
 Rapid growth was due to grass-roots sales &
marketing techniques
 Focused on events, weddings and parties
 Started as a small caterer doing small parties
 Now we are a small caterer doing large events

4. Why Are We Here Today?
 The “right way” to start a company from
scratch
 How to quickly establish your company as a
market leader
 Keys to starting and surviving
 Keys that are going to make you successful
in your business

5. Rules of Catering
Number 1 Rule of Catering…
anyone know it?

6. Rules of Catering
Number 2 Rule of Catering…
Always Have a Plan!

7. Your Plan
You have a plan, right?

8. Your Plan
Make Some Plans
Business Plan
Marketing Plan
Sales Plan

9. Business Planning
Your Vision
What kind of company do you want to be?
How large / small do you want to be?
What is your specialty or niche?

10. Business Planning
Your Vision
If you want to BE successful,
then you need to EMULATE the successful

11. Business Planning
Establish Your Identity
Make it Unique
- Differentiate Yourself – Service, Food, Style,
Presentation
- You will not compete successfully on Price!
- Offer a VALUE
- What is your value proposition?

12. Business Planning

13. Business Planning-Identity
Our Unique Value Proposition
 Upscale Bistro Style Food
 Innovative Presentation
 Top Notch Service
* Note: there is no mention of lowest price

14. Business Planning - Identity
The Name
The Mission Statement…
What is the Image You Want to Project?

15. Business Planning - Identity
Put Yourself In a Box
Every decision you make should fit into that box!

16. Business Planning-Financial
Financial Planning
Make Sure you Have Money in the Bank
Renting vs. Buying
Cash Flow Management
Credit (more important than you think)

17. Planning- Marketing
What is Marketing?
Marketing makes the phone ring
and brings prospects to you.

18. Planning- Marketing
Sales vs. Marketing
Marketing makes the phone ring
and brings prospects to you.
Sales helps them make a decision to buy
(from you!)

19. Planning- Marketing
Create a Marketing Plan

20. Traditional Marketing
Cons
-Expensive
- Time Consuming
- - Tough to measure the ROI

21. “Creative” Marketing
Pros
Inxpensive
- One-on-One (it’s personal)
- VERY targeted
Cons
It takes effort!
(if it were easy, everyone would do it)

22. Primary Marketing Tools
 Consistent Brand & Logo
 Professional Web Site – Get it done right!
 Professional Photography
 Media Exposure
 Social Media (FB, Twitter, Instagram)
 Networking (NACE, ABC, etc.)

23. Marketing – Your Website
Pay to get it done
professionally!
*** First Impressions Count! ***

24. Marketing – Your Logo
Your Logo – Your Image!
Spend the Money
Hire a graphic designer
Look Successful (don’t look “new”)
Doesn’t have to be expensive
It should reflect your business

25. Marketing – Your Logo
Recognize These?

26. Marketing – Your Logo
Components of our
Logo
 Chef
 Wine Glass
 Colors
 Fonts

27. Creative Marketing
Ideas for Creative Marketing
Blogging
Facebook
Instagram
Networking
Pound The Pavement

28. Marketing – Do it Like the Big Guys

29. Marketing: Get Published!
 Wedding Blogs
 BizBash
 Style Me Pretty
 Catersource
Show it off!

30. Marketing: Establish Credibility
Do a photo shoot
Planners and Photographers LOVE doing photo shoots
They utilize these shoots for marketing
They may want to integrate the food, or just be fed!
Make it clear to the organizers what you want to get out of the shoot
Get free press and free professional photography

31. Marketing: Credibility
“Day of the Dead” Shoot-from 2010

32. Sales
Sales will be the lifeblood of your business. Make it a priority.
As Mike Roman says, “if you don’t sell it, you can’t cook it”

33. Sales
Marketing: The machine that brings
them in the door.
Sales: Gets your client to write the
check!

34. Planning- Sales
Create a Sales Plan

35. Sales – The Meat and Potatoes
Keys to Sales Success
Script
Practice
Persistence
Smart (targeted) Prospecting

36. Food for Fun!
Make it Top Notch!

37. Rules of Catering
Always Have a Plan!

38. Kevin’s 7 – Keys To Success
1. Make a plan and stick to it (but be prepared to adapt and
overcome)
2. Decide who you want to be and spend your time being it – you
can’t be everything to everyone
3. Focus your time on sales, relationship management and getting
future business (or you will be OUT of business)
4. Don’t give anything away for free unless you will benefit (unless
you plan to be a non-profit)
5. Make prudent financial decisions
6. Do what you do best, and hire the rest
7. If it were easy, everyone would do it!

39. Make the Most of Your Time Today
Before you leave today –
jot down your favorite idea
On The Plane Ride Home –
Revamp Your Plan

40. Questions?
Kevin Lacassin – Good Food Catering Company
Tampa, FL
Contact me – kevin@goodfoodtampa.com
Now Go Make Some Money!