I was assigned to create a business plan from bottom up. I created Primary, A Brunch Restaurant; providing a highly unique atmosphere to indulge in stylized dishes made with local ingredients and a chance to share the experience on social media.

1. PrimaryThis project was done to illustrate an original
business proposal for a senior level class.
Tyler Scott

2. Description
• Uniquely artistic restaurant
• Food with imaginative presentation
• Art gallery-style interior design
• Red, blue, & yellow color scheme
• Motivational atmosphere
Primary provides a highly unique atmosphere to indulge in stylized
dishes made with local ingredients & a chance to share the
experience on social media
2Primary

3. Mission & Vision
Mission
To be the best looking restaurant
serving the best tasting food
Vision
To create the most unique food
design of any other restaurant in
the Midwest
Primary 3

4. Location
• Des Moines, IA
• East Village
– Traffic
– Competition
• Midsize location
– Seated dining
– Coffee bar quick dining
– Group room
4Primacy

5. Product & Service
• Unique & exciting breakfast & brunch dishes
• Motivational, quick, & polite service
• A cohesive & experiential atmosphere
5Primacy

6. Aesthetic & Entertainment
Esthetic
• Artwork, napkins, cards
• Fresh artistic food plating
• All white business casual server
uniforms with primary color
accents
Entertainment
• Interactive social media
presence
• News wall & hash tag display
• Advertise group room for
business meetings
• Motivational cards with check
Primacy 6

7. Primacy 7

8. Target Market
• Young college educated workers
• Men & women
• Ages 21-39 years old
• Making $40,000+/year
8Primacy

9. Competition
• In home breakfast
• Starbucks & Dunkin Donuts
• Panera Bread Co
• Village Inn & Perkins
• Gateway Market
• Tally’s Restaurant
• Various independent cafes
• Des Moines Farmers Market
9Primacy

10. SWOT Analysis
Primacy 10
Strengths Weaknesses
Unique food platting
Able to charge a premium
Customer advertisement on social media
Location is get a lot of traffic
Large startup cost
Skilled employees
Opportunities Threats
Target market seeks out experience
Des Moines is a busy place
Rise in the “foodie” trend
Competitors are established with loyal
customers

11. Startup Costs
Primacy 11
Renovations $50,000
Equipment 45,000
Legal 200
Down payment 4,000
Software 1,800
Chamber of Commerce 475
Office supplies 1,500
Online 200
Total $103,175

12. Cost Structure
12Primacy
Food 35%
Employee 30%
Management 15%
Beverages 20%
Total 100%

13. Break Even Analysis
• Variable cost of food
• Variable order size
• Approximately 35 sales of $18/day
13Primacy

14. Goals
1. 500 social media followers within the first nine months (follower
count)
2. Recognized as iconic within two years (mentioned as such by
a credible & public source)
3. Cater to 50 businesses in twelve months (catering orders)
4. Most pictured restaurant in Des Moines (social media analysis
data)
14Primacy

15. I AM TYLER SCOTT
@iamtylerscott
Iamtylerscott.com
linkedin.com/in/iamtylerscott
Primacy 15