1. CS GRAB & G0
MARCH 3, 2016
CS GRAB & GO
123 Southlake BLVD

2. Situation Analysis
 Company: CS: Grab & Go will be arestaurantthat makesand providesPizza,
Sandwiches,andSmoothies.Theseitems are goingtohave a price pointaround$5 – 9
for a meal. We want to provide the customers withthe healthies,andbestchoice of
ingredients possible,atthe cheapestprice possible.We dothissothat theycan, A) Feel
healthier,B) Getsomethingonthe go,C) Make itcheaperand more conventforthem
geta healthierslice of pizzatheneatingyourstandardfastfood. CS:Grab & GO is not
your standardrestaurantinthe TownCenter,because we will be place wherewe are
willingtogothe extramile forthe bestingredients,service,andknowledge whenit
comeseatinghealthy.The waysthatwe will dothisis throughour partnershipwithGill
Gardens,hiringthe bestemployeeswithwillingnesstohelpandgreetcustomers,and
informingthe local surround communitiesandourfansof waysto eat cleaner/healthier
for cheaper!
 Competition:Withthe menuthat isplannedatCS: Grab & Go, we wouldhave to
compete withotherrestaurant’ssuchasSubway,PizzaHut,Domino’s,SmoothieKing,
and manyotherrestaurantsthat are inSouthlake TownCentersuchasJamba Juice,
CornerBakery,and SPIN!. Otherrestaurantsinthe areawill notanddo not have the
wide range of healthyfoodchoicescomparedtoCS:Grab & Go. While ourpricesmaybe
me a little evaluatedcomparedtootherfastfoodplaces,we will have afocuson getting
and makingthe bestand healthiestmeal forcustomers.Ouringredientscome fromthe
#1 healthysupplyfoodchain,Gill Gardens,andwe alsoshoplocal andencourage local
farmsto bringin or call us about stuff thattheyare growingintheirgardens.
Climate:
 Economic: Southlake TownCenterislocatedinanupscale communitywiththe average
income of $165, 295.00. InSouthlake,13.4% of the householdshave incomesthatmake
between$150-200k, while 44.1% make more $200k. (Southlake,TexasIncomeMap,
n.d.)
 Social/Cultural Environment: Social Mediaisone of the best waysto drive businessand
a way that ischeapand can be effective.Ithinkwaystoincrease yoursocial profileand
gettingyourbrandout in the communitymore is bydoingstuff onFacebook/Twitter,or
evensellingT-shirtsandotheritemslikeyousee atRestaurantslike Joes CrabShack
withitapparel,Dominos withthe abilitytoorderfromyourTV,phone,appor online,

3. etc. Anotherwayto increase people comingintothe store couldbe usingotherways
such as textgiveaways,andevendoingthingssuchasgiveawaysaswell forrepeatvisits
or spendingcertainamountswiththe use of couponcards.Another way that youcould
increase the amountof coverage/interestinthe restaurantcouldbe evendoingwaysto
make healthymealsathome or doinglittle lessonsonthe side withpeoplethatare
interestedinlearning waystocookingsome of the itemsthatwe make,sothat
eventuallywe couldbranchoutand sale ourown pizza’s/sandwiches/oreven
smoothiestogrocerystoresas frozengoods.
 Technological Environment:Ways to make our businessmore up todate with
technologyisusingmethodsthatIjusttalkedaboutusing Twitter,Facebook,Text
messaging,etc.Usingmethodslikethiswillincrease CS:Grab& Go profile inthe
communityalongwithhelpingusdraw inpotentiallynewcustomerswhilealsokeeping
the ones that we alreadyhave.Otherwaysto use technologytoCS:Grab & Go
advantage couldbe doinglittle quickonline healthycookingtipvideosoreventeaching
people differentwaystoeathealthiertolose weightorevenhelpthembuildupweight.
Potential otherwaystoimprove anduse technologytothe advantage of the business
couldto hire marketingpeopleorevengettingstudentsatnearbyschoolsineitherhigh
school or college tosubmitideasforwaystobringin new customerstothe restaurant.
Usingmethodslike thiswill helpdraw inkidsandadultstoshow that theysupportthese
programswhile alsoofferingawayfor highschool and college kidswaystogetreal
worldexperience.
Factors Critical to Business Success
 Whoare the Customers? The targetcustomersthat we will be tryingtogo afterand
keepasclientsare people thatare lookingfora healthybutyetquickplace to eatwhile
shoppinginSouthlake TownCenter.We believethatthisisa goodgroup of people togo
afteralongwith the large volume of workersandshopperthatcome to the TownCenter
everyday. The normal restaurantinSouthlake TownCenterhasaveragesaround$40
for a meal,plusthe complete time forthe meal beingaround1 hour,whatwe would
like todo at CS: Grab & Go isprovide anexperience thatisa quickerandhealthier
settingforpeople shoppingsotheycancome in and save time andmoney.
 What do the CustomersValue? What we believe thatthe customerswill value when
theycome intoour Restaurantisthe healthychoicesthatwe will offertoourvisitors,

4. but yetprovide themwithacheaperandquickeralterative.Whenpeoplethinkof fast
food,theythinkof unhealthyfood,andterrible service.Here atCS:Grab & Go we will
be providinghealthieroptions of pizza,sandwichesandsmoothies.We candothis
because of the supplychaindeal thatwe have withGill Gardens. Our planfor our
service wouldbe gettingcustomerstospend$5-10 per meal withthementeringand
leavingthe restaurant within30minutes.We wanttotarget people thatare justlooking
for a quickbite to eatthat will notbreakthe bank,but customersthatwill view our
restaurantas place that theycan come back to visitregularlyforqualityfood.
 What is the right price? AsI saidbefore,the rightprice pointthatwe are lookingatis in
the $5-10 permeal range withpeople comingtoourshop as a way to geta quick,
healthychoice of food.The goodthingaboutbeinginSouthlake iswithourrestaurant
focusinginonhealthierfoodchoices,the priceswill be slightlyhigherbutthatwill not
mattermostlyinSouthlake. Along,withusinghealthierchoicesof food,we will be using
textalerts/twitter/Facebook/andreturncardsas waysto get people tokeepcoming
back as loyal customers.Methodslike thiswill helpincreasethe numberof people that
we have that are aware of the dealsthatwe have goingon, butit isalsoa wayto inform
clientsthatcome fromoutside of Southlake toshop.
Form of Business
 WhichShouldCS: Grab& GoChoose?I believe thatCS:Grab & Go wouldbe bestserved
usingthe Limited Liability Partnership.Limited Liability Partnershipsmake itsothatthe
partnersare notinvolvedwiththe managementsideof the businessandthatthe owner
isonlyliable forhisinitial investment.
 Why? I believe thatCS:Grab & Go wouldbe bestservedusingthe Limited Liability
Partnership.Doingthiswouldmake itsothatCarl can still be runningthe businessand
has all of the managementcontrol,andthe 3 friendsof Carl’sonlycontribute capital.
Thisalsolimitsthe liabilityof carl to onlyhisinitial investment.
 2 Advantages:The advantagestothe LLP, is that youare yourown bossand that you
have control overeverythingwiththe business,andyoualso have limitedaboutof
liability.Doingthisalsomakesitsothat youhave friendsbecome limitedpartnersand
all that theydo itcontribute capital tothe business.
 2 Disadvantages: The disadvantagestothisare that youthisis the smallestof all the
businesstypes,andyouare still able tolose assetsthatyouput upfor the initial

5. investment.Also,beingyourownboss,youhave toworklonghours andstressabout all
aspectsof the businessaswell.
Customer Value
 Ways to create value- Waysto create value forcustomersthatcome intoCS: Grab &
Go, wouldbe byusingSocial Mediaand notifyingourcustomersof dealsthatare going
on. CS: Grab & Go wouldtalkaboutour healthyfoodchoicesandhow we are able toget
youin and outthe door in a quickand healthyway. Otherwaysthatwe couldincrease
value wouldbe havingrepeatcustomers,andgivingthemlittle cardsandofferdifferent
options.
 DifferentValue- Waysto show that we have a differentwaytobringvalue is
showcasingourhealthyfoodchoices,andhow we are a place that are a cheaperand
quickerrestaurant.Anotherwaytodifferfromotherrestaurantsisbyofferingtocater,
delivery,andgraband go menus.
Customer Market Segment
 Whois the Target Market? At Carl’s,our TargetMarket wouldbe people onthe run,
people thatwantto save money,andpeople that workinthe Southlake TownCenter.
The age range that we want to be our primarytarget marketwouldbe individualsinthe
20-50 age range. The reasonsthatwe wouldfocuson thisTargetMarket is because of
the large numberof people thatcome throughthe Town Center, the large numberof
workersthatwork inthe Town Center,andcustomersof Southlake TownCenterthat
are justshoppingandlookingforaquick,cheapbite to eat.Focusingonpeople that
workin Southlake TownCenterwouldbe agreat place to start because of the number
of placesthatkidsand youngadultshave toget a quick,fastbite to but yethave to
leave the Towncenterbecause mostof the otherplacesare expenseordonot offerfast
foodservices.Targeting customers thatcome and visitthe Center,is oursecondary
target marketbecause of the large numberof people visit.People maysaythatthisis
not go groupto focuson because theycome andgo, but we (CS:Grab & Go) would
enable these visitorsusingsocial mediatokeepthemuptodate and informedon
specials.Cheap/Fastfoodshoppers are thatare lookingsomethingdifferentthanthe

6. usual inthe TownSquare restaurant.Offeringaquick,healthierandcheapalterative
offersmore time toshop,alongwithmore moneytospend.
 CustomerRelationships:Waysto buildrelationshipswithcustomerswouldbe by
offeringbettercustomerservice.Atcarl’s,we wouldhave to remindourworkersthat
theyneed tofocuson the clientseverydayall the time because standoutcustomer
service hasseenanabilitytoincrease pricesasmuchas 10%. Doingthiswill help
customerscome back,while increasingthe payforthe employees. Similarwaystoback
customerswouldbe byofferingfrequentbuyercards,sothat theycan get rewardsfor
comingback. Othermethodswouldbe usingsocial mediatotalkaboutdealsthatwe
have goingon,and longwithincreasingthe amountof productswe couldofferto
customers.
 Locations of Target Market inthe Towncenter: The reasonswhywe (CS:Grab & Go)
shouldfocusonthese specifictargetgroupsisbecause of the volume of the peoplethat
come throughthe shoppingcenter.Peoplecome tothe towncenterto shopand spend
money,orevenitskidsintheirteensand20s that workinthe areato come forthe vast
array of storesandjobsthat it provides.Youngadultsorevenparentsonthe run are not
lookingtodrop$30-40 on a meal or lookingtosit downforan hour,theyare looking for
a cheap,healthyplace toeat andCS: Grab & Go will provide that.Justlookinginthe
towncenterkidsthat workat the storesandbusinessesreallydon’thave alotif any
optionsforthemto go geta thatare in the $10-15 range,so theyhave to getintheircar
and leave togo getsomething,we wouldprovidethemaplace that theycouldwalkto
or evenhave deliveredquicklyjustinsideof the shoppingcenter.Targetingandfocusing
on people thatcome tovisitthe towncenterisanothergroup that we needtofocuson,
because nearly60%of the people thatshopat the towncentercome fromoutside of
Southlake.Withthese customers,we wouldneedtofocusonsocial mediausingtext
alerts,Twitter,Facebook,andevenYoutubeaswaysto bringincustomersontop of
offeringrepeatbusinesscardsthatwe couldstampfor themto redeemforothergoods.
Again,narrowingourtargetgroup downto these potentialcustomerswouldbe away
for uscrave out our ownmarketwhile providingaservice tothe customersthatcome to
visitandshop.

7. Promotional Strategy
 Promotional Strategy to attract: If I were to helpCarl witha promotional strategy,it
wouldbe to have himfocuson informing,persuading,andremindingcustomersand
visitorsthatour businessissomethingthattheyshouldchoose andstickwith.Our
promotional strategydefineshow we are goingtomeetand follow how we wantto
marketour company.We do thisby attractingnew customersisthe firstobjective,and
we can do thisby havingdealswithotherbusinessesinthe Southlake Towncenterfor
themto referandhave theiremployeescome inforsomethingtoeat,orevenoffering
discountsforcustomersthatshopat otherstores.Anotherobjective,istoincrease the
usage of ourproduct withour currentcustomers.Waysto increase andkeeprepeat
businessisbyfocusingonthe customersthatdo come inand make sure that theyget
everythingthatthey exactly want,atCS:Grab & Go we can do thisby offeringdelivery
withinthe towncenterorevendoingdiscountsaswell foremployeesof other
businesses. Gettingourbrandknownamongthe visitorsof Southlakeisanotherkey
objective,thatonce theyknow we are there andoffercertainunique andspecial
featureswill leadtoa stabilizationof salesandhelpusfigure outnew leadsonfor
where we can growand expandourbusiness.
 Personal Selling: Personal Sellingissomethingthatdifferentinthe FoodIndustry
comparedto otherindustries,mostlybecausethe FoodIndustryhasmanydifferent
choicesforthe withinjusta certaintype of food.Personal SalesinCS:Grab & Go would
have to deal withthe interactionbetweenthe customerandthe employee inproviding
themwithall the optionsandchoicesthat theycouldmake andmix togetherfortheir
meal.The bestwayto do this,ishavingmultiple employeesworkingwithknowledgeof
our healthyfoodchoices.Thismeanshiringextrastaff sothateverycustomerdoesn’t
feel asif theyare beingrushedandsothat everycustomerhasthe abilitytoask
questionsaboutcertainhealthchoicesandforthemto getwhat theyorderquicklyand
correctly.Personal salescanevenbe havingCarl goaroundto the other81 firms,135
business,governmentoffices,andthe Hiltonandoffertoprovide mealsformeetingsor
maybe evenofferingtomake andprovide differentthingsatthe hotel.Doingthiswould
leadto more visitorstothe store because of people tryingoutthe foodat workor on
vacation.

8.  Direct Marking/ Internet: UsingDirectMarketingand the internetisone of the best
waysof gettinginformationouttoyourcustomers,itcan be done eitherusingflyers/
Brochures,or evenemail.WhatIwoulddowiththisislookat all of the social mediaand
optionsthatyou coulddothat will make youdifferentthanothercompanies.The best
wayto get out andinformand show people thatyourhealthychoice,istoputthe
informationandthe product infrontof the customers.Iwoulduse directmailersto
houseswithinSouthlake,Grapevine,Westlake,Colleyville,andanyothercitiesthat
borderor touch Southlake,andthenmail outflyerstoafew otherselectcitiessuchas
Keller,orHEB,informingthemaboutCarl’shealthyfoodchoicesandwhere we are
locatedinside Southlake Towncenterandsome otherstoresthatare locatednearour
store for people toA) know where we are located,andB) for themto thinkohheyI
needsomethingfromone of these storesandgivesthemanotherreasontodrive to
Southlake.The cheapestand probablythe bestmethodof deliveringinformationis
throughthe likesof FacebookandTwitter.Carl’scouldevenuse YouTube andperiscope
to our advantage withourhealthyfoodchoicesgivingcustomersadifferentlookathow
and where we getouringredients from.FacebookandTwittercouldsendout
informationaboutdealsandspecialsthatwe have goingon,andeventalkaboutthe
specialsandeventsthatare goingon inSouthlake Towncentertogive people more
knowledge andotherreasontocome out. YouTube youcan show how we prepare and
eventalkaboutthe differencesinthe ingredientsthatwe use andwhytheyare
healthierforyou.PeriscopeisanAppthat I don’tthinka lotof people know aboutand
itssomethingthatcan give youa directlinkandhelpuslinkto our customerseven
betterthenFacebook/Twitter/andYouTube because of one directdifference.
Periscope issomethingthatCarl’scoulddowhenhe picksup some local veggie,showing
Carl at the foodmarketactuallypickingoutthe actual veggiesthatwill gointo
someone’smeal,while alsohavingitsavedforviewinginthe future justlikeYouTube
would.Once people come intothe restaurant,theycanevensignupfortextmessage
alertsforwhenwe do specialsandothertypesof discounts.
 SalesPromotion: Thiscan be done usingMass Social MediaandText Alertsforour
customers.OnFacebookandTwitter,we can spendoutcouponsand tell peopleabout
dealsthatwe have goingon. Twitteryoucan actuallyhave TwitterPollswhere youcan
have people vote forsomething,andwe couldsetitup forpeople tovote onpossibly

9. whatspecial todo today,or what typesof videosthattheywouldwantposted.
Promotionsthatwe coulddocould be how otherbusinessesinthe FoodIndustryuse
localitycardsfor repeatbusiness. DoingdiscountsorevenofferingtoLoyal customers,if
theybringinsomeone fornew forthe firsttime we give them50% off theirmeal or an
additionstamp,butothermethodsandwaysof havingcustomersbringintheirfriends
thenjustpeople cominginontheirownisanothersalespromotion.Evensponsoringor
makingofferstolocal farmersandgrowersin the communitythatif theybringintheir
veggies,we canofferthemdiscountsorgiftcardsfor themto eatat our restaurant.
 Advertising:AdvertisingandmarketingCS:Grab& Go issomethingthatwill be difficult
at the start,because mostpeople have apredeterminedmentalitywhenitcomesto
goingout to eator grabbingsomethingtoeat and thisiswhenPublicRelationscomes
intohelpa lotas well.Mostpeople have certainplacesthattheyeatforcertaintypesof
food,suchas some people goto Taco Casa or Taco Buenoor Taco Bell andstickwith1
of the 3, justlike howwe have people thatorderonlyfromPizzaHut,Dominos,orPapa
Johns.Asa restaurantthat is justbreakingintothe communityitwill be difficultforus
to be the firstchoice fora lot of familiestostartoff because once people getintoa
norm,theystickwithit and sometimesitdifficultjust openthatdoor.ButMarketingour
restaurantproperlycanmake a huge impact,if youdo itcorrectlyand efficiently.First,I
wouldsaywe needtodo thingsthat that wouldgetourbusinessoutandin the mindsof
people,andwe coulddothisby sponsoring,maintaining,andeducatingpeoplewitha
local vegetable garden.Somethingthatwe coulddoisgoingto local schoolsand show
themhowto grow differenttypesof vegetablesthatcouldleadtohealthierfood
choicesthenjustcandyand othersugary foodsthattheyeat,or we couldeveneventsin
the Town centerforcookingclassesandhealthychoice mealsthatare quickand easyto
make.But the mainfocusat the start forMarketingand Advertisingshouldbe within
Southlake Towncenteratthe local storessuch as Apple,BarnesandNobles,Trader
Joes,etc.Focusingonthe towncenterfirstand showingandremindingpeoplethatwe
are a healthy,speedychoice ratheryoursitdown1-hourwine anddine restaurantis
somethingthatwouldappeal tothe average workerthatdoesn’twanttodive 5-10
minutestogetsomethingtodrive backas well because it’sawaste of gas, andcuts into
theirbreak. Meanwhile,we couldprovide foodtolocal schoolsforthingsuchas Field
Day or SeniorDayas well,togive more peopleataste and forthemto know that we are

10. not the typical healthyrestaurantwere peoplethinkeverythingjusttastesplainand
boring.
 PublicRelations:I coveredsome of the ways thatI wouldconductpublicrelationsinthe
Advertising,butonly 1or 2. In broughtup how we couldsponsorlocal school’s gardens
and leadclassesonhealthierwaystouse these ingredients.Somethingthatgets
overlookedaswell alot,ispeople thatgrow stuff athome,andthe waythat we could
use thisto our advantage isofferingforpeopletobringintheirextrasandwe couldbuy
it,or we couldsponsormonthlycommunityfarmermarkets.OurYouTube Channel as
well couldbe usedforPublicRelationsaswell,byprovidingandshowingpeople
differenttypesof ways toeat healthierorevenwhattypesof plantsdowell incertain
seasons/timesof the yearsimilartoblogsthatpeople post. Somethingthatcouldbe a
bighit butsomethingthat maybe difficult,butverygoodpublicrelationsfornotjustCS:
Grab & Go wouldbe to see if we couldtalkto the Cityof Southlake andsee if we justget
a small spotof landwhere we couldhave a communitygarden,where peoplecouldbuy
a small plotinthe gardenandtheygrow theirownfoodas well.
Guerrilla Marketing
 10 %/ Universe:OurUniverse Targetshouldtargetthe areafromI-35 inFort Worth to
Friscothenrunningall the way upintoDenton/Lewisville Area.
 30 %/ Prospects:Our ProspectTargetshouldthe citiessuchas Colleyville,Grapevine,
Southlake,Keller.
 60 %/ Customers:Shouldbe the people thatworkinSouthlake Towncenterandthe
surroundingarea.
Revenue Sources
 Primary Source: Our primaryincome forCS: Grab & Go will be withourselectionof
quickmeal foodssuchas sandwiches,pizzaandourhealthysmoothies.Whenwe are
withcustomers,we needtoalwaysfindwaystoadd a smoothie withsomeone’smeal or
a quickbite to eatto go withtheirdrink.Doingthese additional little saleswill help
increase the profitmarginthatfor the restaurantas well. Makingdealswithlogical
businessesinthe TownCenterandofferingtodeliveryandprovidebreakfastorother
mealsas well wouldbe amethodforusas well.

11.  Other Sourcesof Income: Othersourcesof income thatwe couldstart withwouldbe
withofferinghealthymeal classes,andsummerclassesaswell forparentstodropoff
theirkidswhile theyshoponcertaindaysandwe have classeswhere we teachkids
waysto eat healthierwiththemmakingthe food.Otherincome streamscouldbe selling
and marketingT-shirtswiththe companylogoonit,andevenCookbooksand recipes
withwhatwe serve forpeople tocook at home andas well forthemto learn.Other
sourcesof income,thatwe have discussedwouldbe throughcateringtoeventsaswell.
 Profit/Loss Statement:I wouldsuggestandrecommendedtoCarl thathe woulddoa
MonthlyProfit/LossStatementforthe restaurantandmaybe evenaBi-Monthlytoeven
start off,whenCS:Grab & Go opensup.Carl shoulddothisforhim to keeptrackof the
progressandhow the businessisdoingaswell.Iwouldrecommenddoingitevery2
weeksatthe openingsothat youcan see what isdoingwell andwhatisnot doingwell
so that youcan try and focusmore on certainthingsand see whatisn’tworkingaswell.
 Income Statement: See Below
 Carl’s Annual Payments: The annual paymentthatCarl wouldbe payinghispartnersis
$6,000.00 permonthto cover theirinvestment.
Implementation
 Corporate Culture:For a companyto exceedexpectationsisnotjustbaseduponluck,it
basedupondrive andthe willingnesstogoabove andbeyondforthe customersso that
theyfeel special andgivesthemareasontocome back and tell theirfriendsaboutyour
business.Carl’scandothisby providingandshowingpeople how toeatand become
healthier,makingsure everycustomerhasgreatservice andisinformedwiththeir
choice of foodor smoothie fromCS:Grab & Go. Havingemployeesthatare cheerful and
knowledge helpsalot,butitcomesdownto justhavinga great atmosphere that the
customerenjoysandwantsto come back to againand again.Providingandshowing
customersvideosof yougettingyouringredentslocal andhow tomake it evenhealthier
isa wayto keeppeople engagedinourbusiness.
 1/100 Rule: Viewingthe employees of CS:Grab & Go as waysto communicate directly
withcustomersisone of the bestwaysforcompaniesforto make a good impression
and showsthe knowledgeof the products.Forevery$1 CS: Grab & Go spendson
trainingitsemployeesoncommunicatinganddifferentpromotionalstrategies,isthe
same as spending$100 inadvertisementsandothertypesof methodsmeantto

12. communicate withcustomers.Examplesof thiswouldbe havingemployeesremind
customersthaton Tuesdays,we offeraMeal deal thatincludes adrinkcomparedthem
justbuyinga snack anda drinkforthe same price.We have to remindandhave our
employeesremindandencourage these dealsandtell the customersaboutfuture deals.
Employeesmayview thisasabeat downandsomethingthattheydon’twantto go
over,butwe have toremindour employees,that the more theyremindthe customers
and that the bestcustomerservice will leadtobetterprofitleadingtobetterpayfor
themas well.
Financials
Sales
Carl’s Gross Sales for Year 1 $ 800,000.00
His Returns and Allowances are - $ 20,000.00
Net Sales $780,000.00
Cost of Goods Sold
Carl’s beginning Inventory $ 20,000.00
Purchases throughout Year 1 $ 400,000.00
Ending Inventory - $ 15,000.00
Total Cost of Goods Sold $ 405,000.00
Net Sales $ 375,000.00
General Operating Expenses - $ 275,000.00
Net Income $100,000.00