Strategic Plan Presentation
October 10, 2012

 CEO – Deb Nemshick
 COO – James Blake
 CFO – Ima McCollum
 CIO – Mike Massaro
 CMO – Anthony Samartino
 CLO – Victoria Eckman

 A growing, mid-sized company that offers
healthy food in a fast food-type style.
 Meal plans with nutritional guidance available for
those who wish for it.
 “Nutritional Gym”.
 Serving Breakfast, Lunch and Dinner.
 We make eating healthy affordable and
convenient.

 We make it easy for you to be healthy. At Skinny’s, we
have created a unique healthy fast-food experience.
We offer tasty & nutritious menu options along with
nutritional guidance and education. We will not stop
growing until you see a Skinny’s in every town in
America!
 Our company motto is Lo-Cal, Local. Skinny’s
partners with local farmers, health professionals and
fitness gyms to offer a blend of services that will
enable our customers to achieve and maintain a
healthier lifestyle.

 Healthy casual dining options
 Meal plan packages (similar to Nutrisystem or
or Weight Watchers)
 (Cost of meal plans, monthly, quarterly, etc)
 Teaming up with local gyms to offer
additional healthy lifestyle programs at a
reduced rate
 Online website that offers a personal health
tracker for individuals

 Can track initial weigh in and all subsequent
weigh-ins in the privacy of your own home!
 Can monitor the meal choices made for each
day by selecting menu items on the site and
adding them to your daily food notebook.
 Tracking workouts will be simple and easy
too.
 The website will help you decide on your
health goals and will design a plan that is
right for you!
 >Insert “picture?” of homepage (mike?)

 64 restaurants open and operating.
 $100 million in revenue annually.
 North-Eastern occupied.
 __% of business comes from meal plans
 __% of produce comes from farmers
 __% of revenue go to operating expenses

 Prevail as the leading healthy fast food
alternative in the United States and begin
international expansion.
 Expansion into airports and vacation towns.
 Monthly memberships.

Purpose:
To create healthy lifestyle options for people with
busy lives.
Values:
1. Quality
2. Honesty
3. Responsibility

Consistently delivering fresh, local foods prepared to
meet impeccable standards for taste, health and
presentation.
Normative Behavior Statements
1. Always preparing food in a consistent manner
2. Keeping the menu healthy and flavorful
3. Presenting the food in an appealing way

Always providing accurate information to both
employees and customers in any circumstance.
Normative Behavior Statements
1. Being up front about all nutritional information
2. Making sure employees are informed of all
relative decisions – never keep them uninformed
3. Present current project status, risk, etc.
4. Keeping customers informed of where our
product is coming from.

Owning all decisions to both customers and
employees, and ensuring the health of those we
serve.
Normative Behavior Statements
1. We are responsible for our actions and the actions
of coworkers
2. We are responsible for making all guests feel
welcomed
3. We are responsible to help customers meet their
health goals

 Most recognized health food restaurant in the country –
to make Skinny’s a household name by occupying
nationwide markets.
KPIs:
1. 500 Million in revenue
2. All major cities will have at least two Skinny’s locations
3. 95% Customer satisfaction
4. 5 % Employee turnover rate
5. Cut operating costs by 55%
6. 75% contribution by local farmers
7. Meal plans generating __% of business.

 Occupy all major cities on West Coast
KPIs
1. 250 Million in revenue
2. All major cities on the West Coast will have at
least four Skinny’s locations
3. 87% Customer satisfaction
4. 10% Employee turnover rate
5. Cut operating costs by 45%
6. 65% contribution by local farmers
7. Meal plans generating __% of business.

 Grow 50 million (to 150 million) in revenue and
lower operating costs
KPIs
1. Cut operating costs by/to? 35%
2. 50% contribution by local farmers
3. 150 million in revenue
4. 80% customer satisfaction
5. 15% employee turnover rate
6. Key managers and team trained for expansion
7. Meal plans generating __% of business.

Skinny’s objectives for the next year of operation includes:
 Keeping food cost under 35% of operating expenses.
 Keeping employee labor cost between 24-29% of
operating expenses
 Remain a small restaurant with excellent food and service.
 Increasing sales to 150,000,000 per year.
 Promote and expand in major East Coast Cities.
 Expand our marketing and advertising in targeted Major
Market areas on the East Coast.
 Achieve 12% return on investment to investors for the first
two years and 15% for the next three years. (? Just check
numbers to make sure they are reasonable but sounds
good)

 Keeping food prices low.
 Making healthy taste appealing to all audiences.
 Logistics.
 Remain fresh.
 Local cuisine/culture.
 Competition moving West, consumer acceptance
moving South.

T - Skinny’s primary competition is main stream fast food chains that offer
lower calorie menu options or can offer low priced menu options such as
McDonalds, Panera Bread, Subway, etc…
S -Skinny’s competitive edge will include a menu that serves all low calorie
and healthy options as opposed to our competition where healthy
options are limited.
S - Skinny’s will offer nutritional and diet counseling through our state of
the art interactive website which will allow our customers to track their
calories consumed by swiping their key fob when ordering. (love that
idea)
S - Skinny’s will partner with local gyms to offer discounted memberships
to our customers.
S - Skinny’s will partner with local health care professionals who will offer
free BMI and Blood Pressure assessments to our customers once a
month

O - The creation of a unique and innovative healthy dining atmosphere will
differentiate us from the competition. The restaurant will stand out from the
other restaurants in the area because of the unique offerings of healthy fast
food along with nutritional counseling . We will offer a dining experience in
which our customers will enjoy healthy choices.
S - Product quality. Not only great food but great service and atmosphere.
T -The menu will appeal to a wide and varied clientele. We will offer a
children’s menu along with options for dietary restrictions such as peanut
allergies, Gluten-Free and Low Glycemic options for our customers with
Diabetes.
O - We will have partnerships with local gyms to offer our customers a
discounted membership.
O - We will gain approval from the American Heart Association and American
Diabetes Association to ensure we are delivering a product in line with
healthy standards. (?)
O - We will offer franchise opportunities to reduce costs and allow us to expand
more rapidly.

Strengths: Weaknesses:
1. Healthy , High Quality Food , prepared fresh to 1. Dependencies on local farmers/availability
order. of food sources.
2. Environmentally Friendly – Organic, Use of 2. Relationships with partners in the health
Biodegradable packaging and fitness industry.
3. Dietary Guidelines strictly enforced (American 3. Staying current on regulations for approval
Heart Association, American Diabetic from various Associations.
Association) 4. Specific target focus will limit customer
4. State of the Art Technology – interactive web- base.
site available for customer’s to track and 5. High cost of food
manage health progress. 6. Labor turnover
5. Competitive pricing, comparable to pricing for 7. Wastage
packaged food products offered by Nutri- 8. Consistency of food – quality and delivery
system/Jenny Craig. timeframes
6. Professional Employees who are well trained and 9. Menu appeal
rewarded for best in class customer 10. Perceived high end product
service, profit sharing opportunities. 11. High cost of space
7. Cultural change towards healthy eating
8. Holistic view of healthy lifestyle
9. Nutritional education

Opportunities: Threats:
1. Unique marketing concept – no real 1. Economic slow down could impact growth
competition at this point in time. 2. Increased competition from major Fast Food
2. High demand for healthy food options. companies and grocery stores.
3. Market segment is poised for tremendous 3. Availability of local food sources
growth. 4. Frequent changes to dietary guidelines
4. Franchise opportunities will offer rapid 5. Media critics
expansion. 6. Weather Impacts on crops
5. Geographic expansion
6. Airports
7. Memberships
8. Nutritional programs
9. Joint venture with gyms, other health
food outlets
10.Food delivery
11.Regional menus
12.Inner city food/gardening programs
13.Social networking