This is an example of Investor Memorandum for new restaurant

1. Restaurant, Lounge Bar, Music Club
in downtown Toronto
with modern marketing policy
Investment Memorandum
Toronto
April 2012
* - Draft name

2. Dmytro Usmanov
I am passionate about two things: cooking and marketing.
It is our family tradition to cook and experiment in the kitchen to
impress and satisfy people who surround us.
Sixteen years in marketing for international companies, owner
of the advertising agency, intercontinental traveler who’s always
looking for something new in multicultural cooking traditions of
Mediterranean, Asian, American, and European cuisines.
A connoisseur of fine wines. A great music and art lover.
Great food & Cell: +1 (416) 389.54.42
Great Business E-mail: dmytro.usmanov@gmail.com

3. Urban Philosophy
World Menu: The restaurant is committed to serve food
that is healthy, delicious and at reasonable prices. Cuisine is
a matter of change due to seasonal products and includes a
wide range of soups, salads, and specialties. Our restaurant
changes and moves forward together with the whole
world! Every day we prepare something new for our guests.
Entertainment : The program features a wide ranging
entertainment - live shows, dancing, performances, DJ
sets, and other talents, etc.
Community: The restaurant and music club will be a
community center for young professionals in the art and
advertising business, film and TV production, hip culture,
and music industry.

4. Menu Concept
Transforming Menu
The menu will vary every day but the most popular dishes will
remain. There will be “months” or “weeks of a cookbook”. We will
find and choose a definite old cookbook and prepare dishes from
its list which mostly suite our idea using local products.
Fresh and Seasonal Products
The restaurant will feature a direct delivery from organic food &
drink producers. Producers may have their presentations and
specialized “promotion weeks” introducing their unique product.
Best World Experience
We travel around the world and collect the best recipes. Some new
and rare cuisines for Canadian market will be introduced to the
audience: Georgian, Ukrainian, Middle Eastern etc.
Exclusive Own Products
As a house specialty the restaurant will produce fresh home made
sauces. Also, we will prepare home made liquors from seasonal
berries, fruits and spices. Special deals with wineries who will make
the exclusive branded wines.

5. Events
On the weekends during the day there will be a cooking school where common patience for
food will be combined with networking, hanging out and tasty lunch.
We are open to corporate events, private parties, world national holidays, etc. We will get
kosher products for Hanukah, sell food after sunset during Ramadan, bake blinis in the end
of winter celebrating Maslennitsa, propose fresh herring when New Catch Holland Herring -
”Hollandse Nieuwe” - days begin, Catholic or Orthodox Easter - we celebrate both!
The venue will also be equipped to handle small rock bands performances and other
artists. Trendy musicians, DJs and artists will be invited to dine and play.

6. Community
Our restaurant doors are open for everybody who is seeking for a good meal.
We are glad to see young professionals from advertising and design agencies, fashion
designers, architects, OCAD University students, film producers, musicians and artists
to dine, party, drink and meet each other at our place. We welcome people who are
fond of music, always seeking something new and exciting, ready to meet like-minded
persons. Lots of young talents will be opened on our stage with our help. There’s a
place of freedom and expression!

7. Interior and Mood
Open kitchen - so the guests may see the
process of cooking, clean working place, fresh
products, and cooking over an open fire
Music policy :
 NYC jazz compilations during the morning
breakfast;
 Latest American & European indie releases
during the brunch and lunch;
 Latest dance floor fillers or lounge classics
during the lunch and evenings;
 Vinyl playing DJs will be welcomed
Interior:
- Tables for 2/4 persons
- Bar counter
Max. Capacity Max. weekly traffic
- Chairs and armchairs
- Little stage for artists and DJ
Tables: 42 1.960 - Patio for warm season
Bar: 20 650 - NYC style urban lounge

8. Go-To Market
Special offers, events and promotions will be
constantly announced in social media.
We will meet and invite interesting people to our
restaurant telling them about our new propositions
and events.
Journalists from NOW Magazine, CTV and CP24
channels will be our guests.
As a part of marketing policy some evenings will be
dedicated to “Be A DJ For Your Company” events
where everyone who can use turntables may
introduce himself/herself to the audience and play
his/her selection of tracks.

9. Milestones
Expected starting date: 2012 June
Positive Income: 2013 July
Break-Point: 2014 December
2012 2013 2014 2015
Staff 18 23 25 29
Table customers, persons 9,594 39,780 58,500 77,220
Bar customers, persons 3,100 12,852 18,900 24,948
Events customers, persons 1,328 5,508 8,100 10,692
Out customers, persons 11,176 44,880 66,000 87,120
Revenue, ths $ 583 $ 2,405 $ 3,537 $ 4,669
Cost, ths $ 1,176 $ 2,327 $ 2,463 $ 2,709
EBITDA, ths $ (592) $ 77 $ 1,073 $ 1,959
Cashflow $ (982) $ (926) $8 $ 1,713