Fast n Fresh Premium Ice Cream Parlor
858 Success Avenue
Jacksonville, FL 32211
Fast n Fresh
Fast n Fresh- – good for you!
Jacksonville National Bank
2461 Money avenue
Jacksonville, FL 32224
Statement of Purpose
The purpose of this business plan is to support a request for a 75,000
five-year bank loan to purchase equipment and inventory as part of the
financing for a start-up sole proprietorship, Fast n Fresh Premiun Ice Cream
Parlor. The business will be owned by Daniel W. Beese and will be located
in leased space at 858 Success Ave in the new Riverside Faire shopping
center, Jacksonville, FL 32211. The owner will provide a minimum of 75,00
in initial equity.
The business will serve healthy and premium ice cream, yogurt,
sandwiches, and nonalcholic beverages to the generally upscale target market
of Riverside Faire. Based on the financial and competive analysis presented
in this plan, Fast n Fresh Premium Ice Cream Parlor will be sucessful.
It is anticipated that Fast n Fresh Premium Ice Cream Parlor will
become established in Jacksonville, FL within two years and will become
known throughout the North Florida area within five years with the potential
of multiple locations. The Fast n Fresh Premium Ice Cream Parlors distinct
logo, its reputation for fast service and only the freshest ingredients, plus its
slogan, Fast n Fresh- good for you! will provide a distinctive competive
The owner, Daniel W. Beese, has founded three highly successful food
service businesses in the North Florida area. The owner holds an
undergraduate degree and a MBA from the University of Florida.
The Business Description
Fast n Fresh Premium Ice Cream Parlor will be a start-up ice cream
parlor located in leased space at 858 Success Ave in the new Riverside Faire
shopping Center, Jacksonville, FL 32211. A ninety-day option has been taken
on this location. The estimated opening day is April 2002.
Daniel W. Beese will own the business as a sole proprietorship. Each
of the business owned by Daniel W. Beese has broken even after only six
months and was sold for a minimum of three times the owners investment.
Fast n Frsh Ice Cream Parlor will be an upscale restaurant selling premium
ice cream, yogurt, sandwiches, and hot and cold alcoholic beverages.
Initially, subcontracters, owned by Daniel W. Beese will supply the
sanwiches and ice cream, prepared to very high standards. As the business
develops, sandwich preperation and eventually ice cream preperation wil be
moved in house.
Fast n Fresh Premium IceCream Parlor will be successful because it is
based on solid market research, demonstrating that there is a demand for an
ice cram shop selling premium products. It will be located in the most
desirable retail space in Jacksonville, FL, and the owner has a track record of
Product and Service
At Fresh n Fresh Ice Cream the owner Daniel W. Beese does not only
sell ice cream and sandwiches, he sells convience, cleanliness, polite clerks
and the best customer service in Jacksonville, FL. Fast n Fresh Ice Cream
Parlors is unlike anyonelse. They use only the finest ingredients available.
All of their 5 homemade flavors are all unique flavors. The five flavors are
Vanilla, Chocalte, Butter Pecan, Strawberry, Neapolitan including sugar and
waffle cones.Fast n Fresh Ice Cream Parlor cant compete on every part of
the ice cream business; they hope to dominate one part of the market by using
better products then everyone else.
Market analysis is favorlable toward the ice cream business in
Jacksonville, FL. According to Business Facts, the overall ice cream market
is expected to grow by a total of 25% between 1998 and 2003. Ice Cream is
a popular indulgence, and people will spend money for such a treat.
Marketing healthy and premium ice cram will provide two
purchase options for the customers. Low fat and high fat. Studies show that
between 1998 and 2003, sales of nonfat ice cream are expected to triple,
while full fat ice cream will only grow about 10%. According to Frozen
Desserts Monthly a ice creams parlor menu should include ice cream and
other foods to help carry it through the winter months. Frozen Desserts
Monthly also stated that these products should generally be marketed to
middle and upper class families. In conclusion Fast n Fresh Ice Cream Parlor
will market its ice cream parlor based on those recomendations.
Location of Business
Fast n Fresh Ice Cream Parlor is leasing a one story building , with a
cement frame(1200 square feet) at 858 Success Avenue, Jacksonville, FL
32211. The lease is 500 a month . The area is zoned for commercial use and
Success Avenue is in the upper class part of Jacksonville with many local
restaurants nearby. The building is divided into (1)sales counter; (2) ice
cream case; (3) dining room.
There are three local competitors. The first of the three is Dairy Fresh.
Dairy Fresh has stores located at Success Avenue and Sunburst Drive and at
Oak Avenue and 11th Street. Dairy Fresh stores in Jacksonville are franchises
of a well-established national cahin specializing in yogurt products. It also
sells a standard grade(one grade below premium) of ice cream in several
flavors. Dairy Fresh has been in business in Riverside FAire for five years
and enjoy a reputation as a well-run quality busines. Dairy Fresh offers an
extensive array of yogurt shakes and other yogurt delights in more than ten
flavors. They do not sell sandwiches.
The next competitor is La Petite Cafe. La Petite is another ice cream
parlor, located one block over on Pine Avenue. Despite its upscale name La
petite only serves the low grade ice cream, unlike Fast n Fresh which only
serves premium. They sell shakes and no sandwiches. They also only sell
sugar cones which might be a liability for their business.
Teh last local competitor is Superior Flavors. Superior Flavors is a
major national chain with four locations in Jacksonville, FL. The closest
Superior Flavors is four miles away . Superior Flavors is well known for their
creative yogurt and ice cream flavors. Their products are priced moderately
and they do not serve sandwiches. Superior Flavors has a competive
advantage with its name recognition. Fast n Fresh has a advantage beacuse
it offers sandwiches.
The business will operate using local University, Community College,
and high school students as its principle employees. This will reflect a
youthful, invigorating image consistent with its Fast n Fresh — good for
you! slogan. The manager will be an experienced person from one of the
owners other businesses. A special employee benefit will be Fast n Fresh
Premium Ice Cream Parlor scholarships covering tuition and books. This
offer will only be good after employees complete the ninety day probation
period. The majority of the employees will be part time with a full time
manager. Student employees will earn 6.50/hr with oppurtunities for pay
increases. The manager will be paid 10% above prevailing salary levels. A
policy of promotion form within will be adopted.Words
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