On P int

Caf
34242 Pacific Coast Highway
Dana Point, CA 92629

Jennifer Axford
Julia Brockherde
Savannah Miller
Brittany Pietrobono
Eric Romero

Samantha Scizak
Executive Summary
Team and Ownership
On Point Caf is a joint restaurant venture by five individuals who were drawn towards
one another for their mutual interest in food, health, agriculture, sustainability, education
and spiritual growth. Jennifer Axford is a classically trained chef specializing in
Mediterranean cuisine with over twelve years experience. Julia Brockherde is also a
chef who specializes in International cuisines. Together, Jennifer and Julia work with two
registered dietitians, Savannah Miller and Samantha Scizak to modify traditional recipes
into healthful, vegan dishes. The final two owners provide their unique contributions to
the success of the restaurant. Brittany Pietrobono brings her expertise in sustainability
to the design of the restaurant and maintenance of the on-site garden while Eric
Romero contributes his business management and investment experience and startup
capital to ensure On Point Caf remains functioning and profitable.
Products and services
On Point Cafe is a drive-thru and patio restaurant located in Dana Point, California that
specializes in healthful, organic and sustainable cuisine. We provide a convenient and
fun atmosphere and cater to upper/middleclass families who have an interest in
nutritious, yet convenient fare while promoting health and wellness within the
community and the planet at large.
Company facilities
Our restaurant designer, Brittany Pietrobono has ensured that On Point Caf utilized the
most state of the art, Energy-Star equipment while focusing on sustainability in building
materials, lighting, furniture and dcor. For example, Ms. Peitrobono sourced all wood
for our interior accents and patio furniture from Reclaimed Wood San Diego. Reclaimed
Wood San Diego collects used wood from in and around California, Oregon and other
neighboring states and recycles it into beautiful pieces of art. In addition, the owners of
On Point Caf have planted citrus trees surrounding our outdoor patio, offset electrical
costs by utilizing solar panels and collect rainwater for use in our on-site garden.
Marketing Strategy
On Point Caf utilizes social media sites and applications including Instagram,
Facebook, Twitter, and Pinterest. With the hashtag, #onpointcafe guests are
encouraged to post pictures and comments to help promote our unique restaurant. Our
unique eat the rainbow childrens menu item allows children to pick from several
vibrant fruits to create their own rainbow fruit salad. This provides a fun and interactive
environment intended to educate and encourage children to eat a variety of plant foods.
In addition, we visit local farmers markets to network and purchase some of the

seasonal ingredients we use in our recipes and we further educate our guests by
printing informational quotes and nutrition facts on our menus.
Major Goals
One of On Points Cafs short-term goals is to avoid 90% of plate wasting. Plate
wasting contributes to inflated food costs as more food is provided than the guest can
consume (Gregoire, 2013). One solution On Point Caf came up with was to compost
food scraps. Composting redirects 31% of landfill waste and lowers carbon emissions
(Hoerner, 2012). Two long-term goals include increasing our customer base and
doubling our revenue by the end of the second year of business. We plan on
accomplishing this by using pricing psychology and taking inventory on a bi-weekly
basis. Because all owners are also employees, pilferage is not an issue though
misplacement and waste could occur. We are confident that through these and other
methods, On Point Caf will be able to accomplish both our long-term and short-term
goals.
Health implications/ repercussions
Because each and every dish at On Point Caf is made from fresh, seasonal fruits and
vegetables, lean, vegan sources of protein is high in fiber and low in saturated fat, our
menu promotes heart health and an overall sense of wellness. Studies have shown that
a vegan diet that consists of fresh fruits and vegetables, monounsaturated fats, is high
in fiber and low in saturated fat has the ability to reverse chronic health problems
associated with obesity, such as cardiovascular disease and diabetes (Templeton,
2014). In addition, by practicing organic farming methods and obtaining produce from
organic farmers, we can ensure that we are providing our guests with the highest quality
products. Furthermore, On Point Caf practices composting, which reduces carbon
emissions therefore making a positive contribution to the environment.
Compelling Reasons for investment
Because all partners were able to cover total start-up fees and the first three months
operating costs, an initial investment is not required. However, if revenue is insufficient
to cover operating costs beyond three months and when the buffer of 24,444.00 is
exhausted, a loan may be required. We are confident, however that this will not be an
issue.
Company and Ownership
On Point Caf will be will be equally owned by Jennifer Axford, Samantha Scizak, Eric
Romero, Savannah Miller, Brittany Pietrobono and Julia Brockherde. Because each
partner has a vested interest in the caf, this will ensure that day-to-day operations are
run by the most efficient means possible. In addition, the array of diversity each member
brings to the team makes us unique to our competitors. Finally, as a non-traditional
company structure, corporate culture will be emphasized through community education

as well as an overall emphasis on health and wellness for employees, guests and the
planet.
On Point Caf offers fresh, local, organic (whenever available), vegan cuisine in a
relaxing, fun, fast-casual atmosphere blocks from the ocean. Our outdoor patio allows
each guest to enjoy the warm ocean breeze while savoring each bite of our delicious
and healthy fare. And for those guests who just want something quick after a long surf
session or on their way home from work, On Point Caf has a quick and convenient
drive-thru window with courteous service. In addition to our scrumptious cuisine, we
offer education and interactive experiences with our backyard farm and eat the
rainbow fruit salad bar.
Mission Statement
On Point Cafe aims to provide its community with healthy, convenient fare at a
reasonable cost while maintaining a casual atmosphere. We further aim to create an
environmentally responsible establishment while educating the importance of
conserving precious resources with regard for future generations.
Team and Organization
Core team
Jennifer Axford, CEF is a professional chef whose specialty is Mediterranean Cuisine.
She spent two years perfecting the diverse cuisine of the Mediterranean in Barcelona,
Spain, alongside linguist and historian, Pep Ingles. She has over twelve years total
culinary experience and has a passion for health and red wine. Responsibilities will
include preparation of the kitchen line for service, creating daily specials, updating the
chalkboard menu based on available ingredients, and shopping local farmers markets
for fresh, local ingredients as well as ordering produce from South Coast Farms in San
Juan Capistrano.
Savannah Miller, R.D. joins our partnership as a Registered Dietitian with a specialty in
cardiovascular disease prevention. She graduated with honors from San Diego State
University and completed her internship at UCSD Medical Center. She will work
alongside Chef Jennifer and Chef Julia to ensure each and every recipe promotes
health and wellness by providing nutrient-dense food items. In addition to contributing
her nutrition expertise, Savannah assist guests through the drive thru, assists
customers at the front counter will help to keep the patio clean and organized. She will
also assist in whatever tasks need to be completed at any given point in time.
Samantha Scizak, R.D. is our second Registered Dietitian and whose emphasis is on
vegan diets and wellness. She graduated form Cal Poly San Louis Obispo with her B.S.
in Nutrition and interned at Bastyr University. She will work with both Chef Jennifer and
Chef Julia to assist in converting traditional recipes into healthy and delicious vegan
versions. Like Savannah, she will assist guests in the drive thru, assists customers at
the front counter and help to keep the patio clean and organized.

Julia Brockherde, CEF joins our team all the way from Germany. She is well traveled
and has spent substantial amounts of time working as a chef in various countries such
as France, Italy, Portugal, Morocco, Japan, China, Peru, Brazil, and Mexico. Her
repertoire of ingredients and techniques from these unique cuisines makes her an
invaluable member of our team. Julia and Jennifer will share the same responsibilities,
which include preparation of the kitchen line for service, creating daily specials,
updating the chalkboard menu based on available ingredients, and shopping local
farmers markets for fresh, local ingredients as well as ordering from our local organic
purveyor, South Coast Farms.
Brittany Pietrobono is our landscape and Interior designer with specialties in using
recycled materials and backyard farming. Her unique skillset strengthens our
partnership as her access to recycled materials and knowledge of farming will cut
building and food costs. Once established, she will maintain our onsite garden and
maintenance of the facilities.
Eric Romero, MBA is our finance manager and accountant. He is also an accomplished
restaurateur, owning seven successful vegetarian restaurants in and around Portland
and San Francisco. Moreover, he spent 25 years as the Director of Finance at Sprouts
Markets, where he was responsible for directing and controlling the finances of the
company to ensure that the required standards of the company were met. He
contributed to the achievement of the company's business objectives by offering advice
and guidance on financial strategy, which he plans to do in order to see On Point Caf
become a prosperous company.
Organization
Because each partner of On Point Caf contributes equally in terms of investment,
operation and input, our organizational structure would be defined as innovative. There
is no hierarchy and each partner is also an employee. Every contribution by each
partner is equally important to the success of the business. Successes, failures,
problems and solutions are shared during weekly meetings to ensure smooth
operations and continued growth. This is a defining trait that makes On Point Caf an
innovative operation. Communication is imperative to the success of a company and in
maintaining healthy relationships; therefore On Point Caf makes open communication
amongst all partners a priority.
A positive corporate culture is maintained not only through effective communication but
also weekly yoga sessions. At On Point Caf, not only do we enrich our community by
providing healthy, eco-friendly cuisine and while educating, we promote a low-stress,
positive workplace by scheduling weekly yoga sessions, which may help to relieve
stress and anxiety (see table 4). In addition, our on-site backyard garden connects On
Point Caf and our guests with nature, further enforcing a positive corporate culture that
encourages a positive work environment.

Key Member
Contribution

Jennifer
Axford

Julia
Brockherde

Savannah
Miller

Samantha
Scizak

Brittany
Pietrobono

Eric Romero

Experience

12 years
culinary

7 years
international
training

9 years as
an R.D.

11 years
as an R.D.

7 years of
interior/lands
cape design

22 years in
Finance

Traits/
Specialization

Mediterranean
Cuisine

International
cuisine

Heart
disease
prevention

Vegan
diets

Owns 7
successful
vegetarian
restaurants

Role

Chef/Manager

Chef/
Manager

R.D./
Manager

R.D./
Manager

Use of
recycled
materials
and
backyard
farming
Interior
designer/
Farmer/
Manager

Financial
Manager/
Accountant

Table 1: Core team

Products and Services
Our cuisine is derived from fresh, local, organic produce acquired from South Coast
Farms in San Juan Capistrano, CA, and our very own garden. Bulk items such as olive
oil, spices, and beans come from wholesalers. By only sourcing our ingredients from
local farms, we maintain our goal to be sustainable and provide our guests with the
highest quality products. On Point will have a drive thru, allowing guests to enjoy our
delicious food without having to leave the comfort of their vehicles. If our guests are
looking to dine-in, they can enjoy our small but quaint bar seating that lines the
perimeter of the indoor space. On the outside of the restaurant there is a magical,
relaxing outdoor patio, anchored by a beautiful garden, which doubles the restaurant's
seating capacity. Colorful cushions and the redbrick flooring give the caf a warm,
welcoming atmosphere. On the rare occasion that it rains, the patio can be covered and
seven heat lamps are always available if guests get cold.
Products

Gluten Free
Penne

Kale
Chopped
Salad
Cost/Serving $1.63
$2.44
Sell/Serving $5.75
$6.99
Gross Profit $4.12
$4.55
Table 2: Product Cost and Profit

Chickpea
Pancake

Cannellini
Salad

Grilled Tofu
Entree

$2.64
$7.25
$4.61

$2.42
$6.75
$4.33

$2.05
$5.75
$3.70

Operating Plan
On Point Cafe will be located on 34242 Pacific Coast Highway, Dana Point, California,
92629. This location is in close proximity to Pacific Highway but also to the ocean and
four different elementary schools. The location underlines our mission statement by
providing a casual atmosphere with a patio, an herb and vegetable garden and drivethru for convenience within walking distance to the beach. Furthermore, the close
proximity to schools and local neighborhoods ensures our audience is targeted. The
restaurant is 2,700 square feet including the patio, the onsite garden and drive-thru and
will cost $48 per square foot per year, which results in a monthly payment of $10,800
($129,600 per year). The location will be leased with a minimum contract of 12 months
with a resigning every year and with the owner of the property being responsible for any
costs of damage and repair needed within the lease agreement.
On Point Caf also stands for sustainability, which is reflected in our equipment. The
refrigerator, freezer and oven are Energy Star certified and the restaurant will be
illuminated with LED lights in order to reduce energy thereby protecting the environment
and future generations. The main equipment and costs are demonstrated in Table 2.
After the first investment, the estimated monthly payment for utilities and energy costs
will be around $650. Another sustainable aspect that makes On Point Cafe unique is the
use of solar panels. The company, Palomar Solar in Dana Point will provide 36 solar
panels as a lease for the cafe. The installation and initial costs require a $0 investment,
but the monthly payment will depend on the energy outcomes. In California, the
estimated saving costs for this size of solar panels are around $38 per month. Not only
are we saving money with the installation, we are also reducing our carbon footprint.
The organizational chart of the cooperative business in Figure 1 describes the
innovative management style of On Point Caf. All co-managers of the cafe will work
together as a team by following the same goals and objectives of educating and
providing a healthy lifestyle. The following table provides an example of shift hours for
every member of the business (Table 4).

Figure 1: Organizational Chart of On Point Cafe

Equipment

Source

Energy
Requirements

Price

Hours
per day

Costs per
month

Costs per
year

Convection
Oven

Blodgett BDO-100G-ES Energy Star

Qualified Single
Deck Convection
Oven

45,000 BTU

$2,995.00

12

$449.83

$5400.96

Hot Holding
Cabinet

Win-Holt INHPL1836C Heater

Proofer Cabinet,
Insulated, Mobile

4,914 BTU

$1,899.00

12

$49.12

$589.72

Reach-in
Refrigerator

True T-49 Two

Section Reach-In
Solid Door
Refrigerator

2,276 BTU

$3,216.06

24

$45.5

$546.31

Reach-in
Freezer

True manufacturing
T-23F-HC Hydrocarbon
Reach-in Freezer,
(1) Sec 23 Cu

4,212 BTU

$3,021.37

24

$84.18

$1,010.72

36 Solar
panels
(9000W)

Anapode Solar

+24,000 BTU

$21,817.65

$38

$456

56,402 BTU

$11,950.71

$628.63

$7,556.71

Total

Table 3: Operating Costs for Major Equipment of On Point Caf

Employee

Monday

Tuesday

Wednesday
(Yoga session
at 8am)

Thursday

Friday

Saturday

Sunday

Jennifer

9:30am-

4:30pm-

OFF

4:30pm-

OFF

4:30pm-

9:30am-

Axford

4:30pm

10:30pm

10:30pm

10:30pm

4:30pm

Savannah
Miller

OFF

9:30am4:30pm

4:30pm10:30pm

9:30am4:30pm

9:30am4:30pm

OFF

9:30am4:30pm

Samantha
Scizak

4:30pm10:30pm

OFF

9:30am4:30pm

OFF

4:30pm10:30pm

9:30am4:30pm

4:30pm10:30pm

Julia
Brockherde

OFF

9:30am4:30pm

OFF

9:30am4:30pm

4:30pm10:30pm

9:30am4:30pm

4:30pm10:30pm

Brittany
Pietrobono

9:30am4:30pm

4:30pm10:30pm

4:30pm10:30pm

OFF

9:30am4:30pm

4:30pm10:30pm

9:30am4:30pm

Eric Romero

4:30pm10:30pm

OFF

9:30am4:30pm

4:30pm10:30pm

4:30pm10:30pm

4:30pm10:30pm

OFF

Table 4: Shift Hours of On Point Cafe

Company Structure and Ownership
On Point Caf is a partnership between six like-minded, passionate individuals, each
offering their areas of expertise. Because they each have a passion for food, health,
education and the environment, it seemed only natural that they come together to form
a relaxing, healthy, innovative caf that caters to those whose values align with theirs.
Because the ownership is an equal partnership, all partners have equal ownership of
the business and contribute to its execution as success. Staffing, planning, operating
and financing is the responsibility of the partners, therefore these efforts are divided six
ways and costs are kept to a minimum. Additionally, a partnership reduces taxes and
other expenses. Though each owner is equally liable for any debt acquired during the
ownership, the owners invested all startup costs; therefore a loan was not necessary as
the individual contributions covered all costs for the first three months. In addition to
providing startup costs, each owner will also be an employee, therefore saving money
towards labor.
Health Repercussions & Analysis
At On Point Caf, our menu consists of only vegan dishes, supporting a lifestyle that is
nutritionally unparalleled. Our healthy options are able to accommodate our target
market, which includes vegans, vegetarians, and omnivores alike. Two out of three
adults and one out of three children in the United States are overweight or obese, which
has nearly doubled since 1980 (Flegal, 2012), and the nation spends an estimated $190
billion a year treating obesity-related health conditions (Cawley, 2012). The vegan diet
has the ability to reverse chronic health problems associated with obesity, such as
cardiovascular disease and diabetes (Templeton, 2014). By practicing organic farming
methods and obtaining produce from organic farmer, we can ensure that we are
providing our guests with the highest quality products. On Point Caf also encourages
and practices composting. Composting redirects 31% of U.S. waste from landfills and
reduces methane and carbon dioxide levels. The build up of these greenhouse gases in
our atmosphere contributes to drastic climate changesit is so harmful to the

environment that state and local governments have had to take action (Hoerner, 2012).
For example, Californias government implemented the Global Warming Solutions Act in
which a goal of reducing the greenhouse gases in the atmosphere was set in place.
The goal of this act is to reduce emissions to the levels they were at in 1990 by the
year 2020 (Morse, 2008). So not only will the compost fertilize future crops, but also
benefit the health of the environment.
Market and Competitive Analysis
There is a need for a healthy, sustainable cafe in Dana Point that fosters a sense of
community and celebrates the human connection to each other and the environment.
We support the use of renewable energy sources, local farms, and provide only the best
100% vegan dishes to our guests. Our goal is to create a space that provides wonderful
food, while also cultivating creativity and a fun-learning environment for kids to better
understand the importance of agriculture and healthy living. On Point aims to nourish
our generation and future generations to come by providing them with quality products
and education that will last a lifestyle.
Market Analysis
On Point seeks to create a cuisine that is loved by vegan and non-vegans alike. To be a
successful restaurant, the goal is to reach out to families and young professionals of the
upper middle class income levels of $75,000 or above in Dana Point, California.
Individuals in this income bracket are more likely to seek out a fast-casual vegan caf
and pay for a 100% plant-based, quality product. Moreover, our passion for saving the
environment, promoting health and educating the youth will resonate with this clientele.
The Market Size and Trends
Figure 2 displays that 54% of the households in Dana Point have an income greater
than $75,000. 15.4% of Dana Point households have an annual income greater than
$200,00, while 9.6% of the households make $150,000-$200,000, 6.6% of the
households make $125,000-%150,000, and 10.6% of Dana Point households make
between $100,000-$125,000. Only 3.8% of households in Dana Point make less than
$10,000 (Income Map, 2015). As the switch to a more plant-based diet and healthy
food is on the rise, our business is at the forefront of the growth rate. The income
bracket that lives in Dana Point is the key audience that will be likely to purchase our
healthy, vegan dishes due to the higher income bracket in the area.
The Top 20 Food Trends of 2015 include locally grown produce, environmental
sustainability, healthful kids meals, and natural ingredients with minimal processed
foods. Since there is greater awareness about the mistreatment of animals, the
environmental implications, and health concerns associated with consuming meat and
animal products, we at On Point are embracing the new food trends and listening to
what our clientele wants ("2015 Culinary Forecast," 2014).

Dana Point Resident Demographics

The total population of Dana Point is 34,116. 25,034 (76%) of these people are a part of
a family; about 6,140 persons (18%) who live in Dana Point are under the age of 18.
Figure 3 demonstrates that a majority of the population, 65% of residents, are 18-65
years old (Census Bureau, 2015). This matches On Point Cafs target market, because
it represents individuals who are capable of paying higher price for healthy, vegan food,
while also targeting individuals who are passionate about supporting our movement to
educate the youth about wholesome, nutritious foods. Since our fast-casual caf has a
higher mark price for our dishes due to our sustainable and organic products, it is key
that our target market is zealous about our mission and able to meet the higher price
points. Many of the ingredients used in our dishes are acquired from South Coast
Farms in San Juan Capistrano, which is a local, organic farm. Our high quality
ingredients contribute to our higher cost, as well has our central location just blocks
away from the ocean, close to elementary schools where we want to start community
gardens, and close to the Pacific Coast Highway. Fair wages for employees of On Point
Caf is extremely important to us, and thus the company is willing to increase overall
cost in order to ensure that our employees are compensated properly for their work.
Skilled labor cost will increase the cost of our products, however it is essential to ensure
our guest have a wonderful experience every time they come and dine at the restaurant.

Annual Household Income in Dana Point, CA

>$200,00
$150,000-$200,000
6%4%

$125,000-$150,000

15%

20%

$100,000-$125,000
10%

$75,000-$100,000
$50,000-$75,000

7%
11%

16%
11%

$25,000-$50,000
$10,000-$25,000
<$10,000

Figure
2 Household Income

Age Demographics

17%

18%

Under 18 years old

18-65 years old
65 years old and over

65%

Figure 3 Age Demographics

Vocation
On Point caters to people who want to practice a healthy lifestyle and support the
environment in the process. We understand that life can get busy at times and people
often don't have time to sit down for lunch or dinner. Thus, we have incorporated a
drive-thru service to accommodate the needs of our guests by providing our delicious,
nutritious food on the go. It has been shown that vegetarians and vegans have lower
rates of heart disease, diabetes, and obesity, which are the leading causes of death in
the United States. It is our mission to evolve our community and serve fresh fruits and
vegetables in order to prevent and treat diseases (Tuso, 2013). On Point hopes that we
can change the paradigm one step at a time and show people that being healthy feels
good and can taste good, too!
Providing healthy food is not our only goal. On Point also prides itself on our use of
recyclable and biodegradable materials, composting our plant waste, growing herbs in
our garden, buying locally grown food, using organic whenever possible, and lighting
our building and run our equipment using solar power. Our store is LEED certified and
our tables are all made from reclaimed Oak tree.
However, our greatest and most cherished accomplishment is our community garden
outreach program. Not only do we have an herb garden at the caf where children can
come and see where their food is made, but On Point also fosters new community
gardens at local elementary schools. Community gardens provide a learning experience
for children, and adults alike. Additionally, they provide healthy fruits and vegetables and
improve social well-being through strengthening social connections (Community
Gardens, 2010). In order to fight childhood obesity, the community must come together

and help the youth understand where there food is grown and understand the labor that
goes into producing food.
Competitors
Jacks Bar and Restaurant
24462 Del Prado
Dana Point, CA 92629

Veggie Grill
27321 La Paz Road
Laguna Niguel, CA 92677

On Point will be a fast-casual vegan caf in the heart of Dana Point, California. In order
for the restaurant to be successful, it is important for us to understand that there are
other restaurants in the Dana Point area that will compete with On Point. Jacks Bar and
Restaurant, located in Dana Point, has casual dining with a nice atmosphere and happy
hour. They have a small raw, vegan, and gluten free menu with five items for guest that
adhere to specialized diets. The restaurant has been around since 2004, and they have
built an established customer base over the last ten years. Jacks niche is a California
fare that includes wine, pasta, pizza, and seafood, while also catering to specialized
diets. Catering and banquets are also available.
Veggie Grill, a restaurant in Laguna Nigel, is located fifteen minutes away from the heart
of Dana Point and features a seasonal, meat-free menu. The restaurant only use
monounsaturated fats, including rice bran oil, canola and seed oils. They pride
themselves on offering their guest alternatives to meats, super grains, and a plethora of
seasonal vegetables. The have twenty-four restaurants down the coast of California,
two locations in Oregon, and three locations in Washington state. This vegan chain
offers sandwiches, salads, rice bowls, faux meats and delivers for the customers
convenience.
On the other hand, On Point is a small business with only one location that caters to the
quaint community of Dana Point and its surrounding areas. This puts the company at a
disadvantage when first starting out due to high cost of marketing and advertising in
order to build brand recognition. Furthermore, On Point must compete with other
restaurants and cafs in Dana Point that have established customer loyalty and often an
array of foods, not just vegan options. Only offering a vegan cuisine might put the caf
at a disadvantage, because it limits the clientele by discouraging individuals to dine at
On Point due to the lack of meat options on the menu.
However, despite possible disadvantages and competitive challenges the company
faces, On Point will bring a new, specialized menu and atmosphere that no company in
the area mimics. On Point plans to follow the current trends towards getting locally
grown produce, honoring sustainable practices, and providing healthy options for kids.
Furthermore, On Point plans to build lasting relationships with our guests and create a
hands-on experience that is often lacking at chain restaurants (Leinbach-Reyhle, 2014).
First, we plan to build a garden right on our dining patio that guests can enjoy, and also
acts as an educational tool for children in the community to learn about gardening and
agriculture. Children who learn to garden are twice as likely to consume the daily
recommended intake of fruits and vegetables daily, and gardening has been shown to

have mental health benefits such as reducing stress and increasing focus (Alaimo,
2008). We believe that by supporting and interacting positively with other individuals
who share our vested interest, we can change our community one step at a time. We
also understand that many people in the community are busy with work, school, or
raising a family, and therefore they do not have time to dine in at the caf. Thus, On
Point has a drive-thru services that allows for quick, easy access to our gourmet vegan
cuisine at the customers convenience.
Figure 4 Competitive Analysis compares On Points with two local competitors: Jacks
Bar and Restaurant and Veggie Grill. This analysis demonstrates that even though On
Point is a start up caf, it still ranks high in categories such as product quality, product
differentiation, and quality of service. Even though On Point will initially lack customer
loyalty, due to quality food and devotion to the community, people will gain interest in
our mission and restaurant as a whole quickly.
Despite the constant threats of a declining economy, rising operating costs, or changing
market trends, we are confident our one-of-a-kind caf will withstand the test of time.
Our involvement in the community, our promise to be ecologically and ethnically
responsible, and our passion about educating generations to come, all while providing
our guest with quality food and service, will allow us to be a successful restaurant for
years to come. Refer to Table 5 SWOT Analysis for a look at the restaurants strengths,
weaknesses, opportunities, and threats when compared to the competitors in the area.

On a scale from 1-5 with 1=weak and 5=strong

Attributes
Total
On Point
Product quality
5.0
40%
Product availability
3.5
30%
Product differentiation
5%
5.0
Quality of Service
3.5
10%
Customer loyalty/brand
2.5
recognition
15%
Score averages
3.9
Table 5: Competitive Analysis

Jacks
4.0

Veggie Grill
4.5

4.5

5.0

4.0
5.0

4.5
3.5

4.5

4.5

4.4

4.4

Weaknesses

Sustainability
Healthy, vegan cuisine
Fast-casual diner with dine-thru
Supports and builds community gardens
Central location
Multi-skilled and flexible workforce

High cost of product

Lack of branding and marketing techniques
Niche target market

SWOT
Analysis
Changing market trends
Rising operating cost
Decline in the economy
Unforseen competitors in the area

Build brand loyality Improve sustainability

Gain customer loyalty by giving back to the
community
Continued grow of current trends (organic,
sustainable, vegetarian etc.)
Branding through various social media outlets

Strengths
Opportunities

Threats

Figure 4: SWOT Analysis

Marketing Strategy and Emerging Technology
On Point Caf will use a variety of marketing strategies to expand its presence within
the community while also increasing sales. These strategies include the use of
employee-to-customer friendly techniques, the internet, and the use of energy efficient
equipment.
In order to create a positive and welcoming community presence, On Point Caf will
have friendly staff that is always smiling and creating an upbeat atmosphere making
everyone feel welcomed. On Point Caf will have a designated employee standing
outside of the facility giving out samples of new dishes, allowing them to personally
interact with the community while promoting seasonal entres. On Point Caf will also
participate in the monthly farmers market in order to network and stay relevant with local
competition. Handmade signs will be updated weekly and placed on nearby streets to
advertise daily specials to passing vehicles.
In order to help attract customers and entertain them while they are waiting for their
food, there will be a take a book, leave a book box outside of the caf every day, as
well as a newspaper on Sundays. Customers of all ages will be able to relax on the
furniture outside of the caf, while having the option to read a subject of their choice. As
part of the cafs advertisement strategy, On Point Caf will pass out flyers at local
schools and grocery stores advertising upcoming specials. The facility will have
reclaimed wood accents with a large chalkboard on the wall where kids will be able to
draw and express themselves. This facility aims to not only attract customers but also
give them an experience that will keep all ages excited to come back.

Social media sites will also be utilized to advertise and spread the word about our
unique caf. A designated employee will post daily specials, fun facts, and activities that
the caf has to offer. There will be an Instagram, Facebook, Twitter, and Pinterest
account, which will enable the caf not only to network, but also beautifully display its
tasty organic, vegan products. The designated employee will also use these sites to
interact with customers. For example, employees will be taught how to utilize these sites
by commenting on and liking other sites of the people who follow. There will be a
hashtag (#OnPointCafe) for all social media sites, which will allow customers to post
pictures of their meals or experience. Utilizing social media sites is an easy way to
increase customer interaction and quickly spread images of the caf.
Emerging technologies are key to the success of On Point Caf. Aside from using social
media to network and make the business well known, On Point plans to use other
budding technologies, such as solar panels and energy efficient equipment to our
advantage. Lining the facilitys rooftop with solar panels preserves the environment,
while simultaneously lowing operating cost in the long run. On Point Caf is located
near the beach at Dana Point where it receives ample sunlight, and the implementation
of solar panels will be a very efficient source of electricity. All equipment used in the
Caf will be energy star certified. Appliances carrying the Energy Star rating typically
are 10 - 20% more energy efficient than non-rated models and decrease cost.
Goals, Risks & Strategies
As any new company would, On Point Cafe has set a few goals both short and longterm. One of the short-term goals is to avoid 90% of plate wasting. As with any
restaurant, there is always going to be an overproduction of certain food items. Our goal
here at On Point Caf is to make sure that we have as little impact on the environment
as possible. Therefore, we have set preventative measures to help minimize our impact.
For instance, we will monitor what new restaurant trends are out in our community and
replace less popular food items on our menu to prevent over purchasing and
overproduction. Furthermore, our kitchen staff will also be taught about waste
prevention to avoid plate waste. On Point Caf will use herbs, fruits and vegetables not
only grown in our gardens, but we will also incorporate seasonal fruits and vegetables
when possible, reducing spoilage by only harvesting or ordering what we need for daily
service.
On Point Caf will be pro-sustainability and aims to reduce our carbon footprint
wherever possible. Consequently, On Point Cafes sustainability goal is to achieve at the
very least the silver LEED certification by the U.S. Green Building Council, and we aim
to improve our sustainability yearly. We will not only focus on energy efficiency, but we
will tackle many sustainable concepts such as water efficiency by collecting rainwater to
irrigate our backyard farm.
Restaurants are notorious for high-energy consumption; therefore, one method to
reduce our carbon footprint is to use Energy Star Certified kitchen equipment such as

refrigerator, freezer, and oven. Also, On Point Caf will use LED lighting to save on
energy costs and will install smart lighting systems in the restrooms to avoid usage of
unnecessary energy. The restaurant will also host solar panels contributing to the
restaurants energy-saving methods. In order to conserve water we will install faucets
with sensors in all hand washing stations and our garden will be watered by collected
rainwater. The building will use panels made from recycled materials to build shelves,
and the building will use paint with no volatile organic compounds (VOC). Energy-saving
equipment is usually more expensive than traditional equipment, but in time the savings
will offset the initial cost.
Success in our business is about developing a positive reputation and uniting the
community towards a common goal. On Point Caf plans on growing our success in our
first long-term goal by increasing our customer base and doubling our revenue by the
end of the second year of business. Our second long-term goal is to become more
involved in the community; to be known not just as a business, but also as an integral
part of the community. However, both goals have short and long-term barriers that will
be taken into consideration in order to be successful. Two short-term barriers that might
impede our progress to double revenue by the end of the second year include
fluctuation of food prices and waste. Food prices fluctuate depending on season and
environmental factors like droughts and natural disasters. One way to get over this
hurdle is to implement strategic food pricing also known as pricing psychology. For
example, On Point Cafe will empower their customers by allowing them to pay by the
ounce. Paying by the ounce allows customers to feel like they paid for only what they
are going to eat.
A long-term barrier is the competition of new restaurants. At this moment in time there
are very few restaurants in this sector that envelops the concept of sustainability and
providing vegetarian and vegan options. Moreover, going green is a new concept that
is becoming increasingly popular and as a result businesses with the same concept will
increase in popularity. On Point Caf plans on implementing strategies, such as
environmental screening and monitoring of potential and primary competition by
evaluating what we offer on a regular basis.
Two short-term barriers for our community outreach goals are lack of participation from
the community and the lack of sufficient exposure that would allow the community to
recognize that we are concerned with overall health and wellness, not just generating a
profit. Another strategy we would do is to sponsor a high profile annual charity, such as
organizations like Big Brothers Big Sisters of America, which is a volunteer-supported
youth mentoring organization. On Point Caf will contribute to charities that would have
a direct impact within our immediate community. On Point Caf is aware that this is a
competitive industry but we are confident that the quality of our products and service will
help us outpace our competitors and achieve our goals.

Short

Goals
Avoid 90% of

Risks
Providing too

Solutions
Analyze food consumption; provide eco-

term
Short
term
Long
Term

Long
Term

Plate Waste

large of portion
size could
increase waste
Silver LEED
High costs of
Certification
appliances,
equipment, and
materials
Double
Inflated food
Revenue by the cost, emerging
end of second
competition
year

Community
Outreach

Lack of
community
participation

friendly to-go containers; place three

compost bins throughout the caf where
guest can dispose of food waste
Consider purchasing used equipment
from restaurant outlets; use recycled
materials whenever possible
Take inventory biweekly; secure
expensive items; only keep minimal
stock on hand; lower food cost by
utilizing garden production and
preservation techniques such as pickling
and canning; utilize social media to build
customer loyalty and stay ahead of
trends
Incentives to promote participation such
as discounts and educate the younger
community through our school outreach
program

Table 6: Goals, Risks, and Strategies

Financial Assumptions
Start-up costs and one-time expenses for On Point Caf total $162,049.08. Over a
three-month period, total operating costs and expenses total $275,556.40 including onetime expenses. Our initial investment includes a buffer of $24,444.00 after a $50,000.00
investment by each of the six partners. One-time costs include facility remodeling,
equipment, utility deposits, initial advertising such as signs, licensing and filing fees.
Recurring monthly fees and operating costs include utilities, advertising, labor, food,
rent, supplies, insurance, taxes and legal and professional fees. See table 7 Expense
Summary for a complete breakdown.
Start-up costs will be covered by the initial investment of $50,000.00 by each partner
totaling $300,000.00. There will be a positive balance of $24,444.00 to cover any
unexpected expenses and to help cover the first three months operating costs should
revenue not cover operating expenses.

Table 7: Expense Summary

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