Temp

Customer Survey
Customer Complaint Form
Customer Suggestion Box
Event Order Form
Employee Suggestion Box
Employee Application
Employee Evaluation Report
Inventory Forms
Supplies Request Form
Time-Off Request
Sick Leave Form
List of Phone Numbbers

Menu
Wine and Spirits Menu
Beer Menu
Desert Menu
Gluten Free Menu
Lunch Menu
Bar Menu

http://sitevelocitytest.com/free/free-small-business-inventory-worksheet.html

Fliers

Forms
http://www.entrepreneur.com/formnet/index.html

 http://sitevelocitytest.com/free/free-small-business-inventory-worksheet.html

Insurance / Legal issues

  WINDOWS

there is no legal reason you cannot use the laptop.

•SCOPE OF LICENSE. The software is licensed, not sold. This agreement only gives you some rights to use the features included in the software edition you licensed. The manufacturer or installer and Microsoft reserve all other rights. Unless applicable law gives you more rights despite this limitation, you may use the software only as expressly permitted in this agreement. In doing so, you must comply with any technical limitations in the software that only allow you to use it in certain ways. •You may not work around any technical limitations in the software; reverse engineer, decompile or disassemble the software, except and only to the extent that applicable law expressly permits, despite this limitation;
•use components of the software to run applications not running on the software;
•make more copies of the software than specified in this agreement or allowed by applicable law, despite this limitation;
•publish the software for others to copy;
•rent, lease or lend the software; or
•use the software for commercial software hosting services.

The last line is the probably the one which bars anything "commercial" - but the wording says no to commercial software hosting services - it probably means use as a web server or a use as a server in a thin client setup

You can buy the Home Premium version and upgrade to Professional version with an "anytime upgrade" for only a few dollars if you find that you need the additional networking capabilities of the Professional version(and you probably will). You cannot switch bit rate versions with "anytime upgrade" so whether you start with 32 bit or 64 bit may be an important decision.

 0 down vote 

Of Course you can use Windows 7 Home Premium at work. There exists NO LAW that states that you cant use Windows 7 Home Premium for Office Work
 

Music
Cleaners
Supplies

http://www.kegworks.com/kitchen-gadgets-746

Supply & Distribution
SYSCO  http://sysco.com/customer-solutions/become-a-customer-send-your-message.html

US Foods Locations 755 Pierce Road
Clifton Park, NY 12065 Toll Free: 1-800-528-4528 Fax: 1-518-877-3970
Sams Club

Equipment
Repair
Parts and Service

Investment Portfolio

The American Wake Pub and Brewery

32 Dock St.
Plattsburgh, NY 12901

Jeff Johnson

The American Wake Pub and Brewery  is seeking an outlay of $280,000 from investors. This amount will be used to get a loan so The American Wake Pub and Brewery can purchase everything the brewpub needs to get started. This amount will give The American Wake Pub and Brewery the 20 percent it needs to acquire a $1.4 million loan from the bank.

EXECUTIVE SUMMARY
The American Wake Pub and Brewery will be formed to bring patrons a warm and inviting dining experience like no other. The American Wake Pub and Brewery will feature an eclectic array of homebrewed beers and great food with something for everyone.

The American Wake Pub and Brewery will be a brewpub incorporated as a limited liability company. The business location will be in Plattsburgh, NY and will be completed in spring 2018.

The head of The American Wake Pub and Brewery management team will be CEO and brewmaster Jeff Johnson. Jeff has received his brewing certification and has thorough experience of brewing. The rest of the management team will consist of a general manager and a kitchen manager/head chef. Aiding the management team are advisors who have restaurant and business experience.

Plattsburgh is a residential and commercial area that is being developed just 45 miles south of Montreal, Quebec. Downtown Plattsburgh will be within walking distance. In fact, there will be over 900 residential units within a five–minute walking distance of The American Wake Pub and Brewery. Plattsburgh State with an enrollment of 6,500 students is a 20 minute walk, 5 minute drive from The American Wake. 

The American Wake Pub and Brewery will serve a wide selection of homebrewed beers including ales, stouts, porters, pilsners, and lagers. The American Wake Pub and Brewery will also feature a traditional Irish, Scottish, and English menu with appetizers, desserts, and main and side dishes. There will also be Seasonal Specials on the menu. 

There is a lot of competition in food and drink industry. There is one brewpubs, a dozen bars, and many restaurants in the Plattsburgh area. However, The American Wake Pub and Brewery has competitive advantages that will help the brewpub meet or beat the competition.

Brewpubs and microbreweries are growing tremendously in popularity. After meeting all requirements in a site assessment survey, the location of The American Wake Pub and Brewery should provide a great marketing opportunity. Furthermore, there are many attractions close to The American Wake Pub and Brewery. From 2003 to 2004, the brewpub industry experienced a growth rate of 4.6 percent. The craft beer industry has become accustomed to growth; the industry has grown every year for the past 35 years. Average beer sales at brewpubs for 2004 were $341,480. Moreover, most brewpubs have a 40:60 alcohol to food sales ratio, meaning it is likely that average food sales was around $512,000.

The marketing strategy of The American Wake Pub and Brewery is a combination of billboard advertisements, mailings, newspaper ads, kiosks, and promotion at local events. The American Wake Pub and Brewery will use the services of The Scout Group to help with sales strategy. In addition, The American Wake Pub and Brewery will use advertisements, a frequent dining program, specials, a happy hour, group events, pub crawls, brewpub tours, and sponsorships to get customers in the door and keep them coming back. Pricing of Hopstreet Brewery products will be based on competition, cost, and demand.

The American Wake Pub and Brewery is seeking an outlay of $280,000 from investors. This amount will be used to get a loan so The American Wake Pub and Brewery can purchase everything the brewpub needs to get started.

MISSION
Vision: To bring a warm and inviting atmosphere to Noda and the surrounding Charlotte area.

Mission: The American Wake Pub and Brewery Brewery in Noda at Charlotte is dedicated to bringing patrons a warm and inviting dining experience like no other. With an eclectic array of homebrewed beers and great food, everyone will be able to find something they like.

Tagline: The American Wake Pub and Brewery, a place for good beer, good food, and good fun.

ORGANIZATION
Company Name
The Legal Name is: The American Wake Pub and Brewery, LLC.

Legal Form of Business
The American Wake Pub and Brewery is incorporated as an LLC located at the address: 32 Battery Way, Charlotte, NC 28202.

The location will move to Noda upon completion.

Management Summary
The American Wake Pub and Brewery management will primarily be the duty of CEO, Matt Hanson, with the aid of experienced business professionals Jason O'Connor, Richard Vanderburg, Jeff Wolpe. Also, part of the management team will be the Head Chef / Kitchen Manager and a Restaurant / Bar Manager who will be identified later.

Matthew Hanson, CEO and Brew Master BA in German, Duke University, Graduating 1994: Emphasis in Teaching.

The CEO, Matthew Hanson, is from Raleigh, North Carolina. Matt has a brewer's certification from the VLB Berlin three–year program and a teaching certificate from Duke University

Matt's brewing experience is evident from the several years that he spent in Germany. In fall of 1994, he began an apprenticeship for Bierbrauerei in Frankfurt, Germany. Most of his schooling was in Berlin, Germany, but halfway through the three year program, he moved to a smaller brewery that better reflected the kind of operation that he wanted to run. This brewery was in Hamburg, Germany, a part of the Munster Brauhaus.

While at the Brewery in Hamburg, Matt rotated through all aspects of the brewery including: Brewhaus, malting, machine maintenance, filtration, bottling and kegging, bar construction and maintenance, and the laboratory and laggering department. In a one year period, all areas of the brewery were visited twice.

Matt next attended school in Berlin at the Versuchsndashund Lehranstalt fur Brauerei (VLB). This included both theoretical and practical classes in brewing techniques and other related areas to brewing. Schooling was twice a year for a period of 6 to 8 weeks.

In 1996, Matt moved to a family owned pub–brewery in Hamburg, Munster Brauhaus. There, he attended the same kind of school as in Berlin. New responsibilities in Hamburg included all aspects of brewing with a few exceptions (i.e. did not have a laboratory or a maintenance crew). Also, responsibilities included gastronomical aspects such as cooking for the pub, giving small tours, bartending, filling and tapping kegs for guests, working at festivals serving the brewery's beer and working with open fermentation. The final practical examination took place in the Beck's Brewery in Bremen.

In 1997, Matt returned home to receive his teaching certificate. Currently, he is teaching at Charlotte Community College, as well as serving on the Charlotte City Council. On the council he serves on several boards, including: Arts and Culture, Streets, Grant Review Committee, Finance and Audit, Community Center Site Selection Committee, Public Safety, and Technology Committee.

Jason O'Connor Has been running his own businesses for the past 25 years. Currently owns a Subway sandwich restaurant and is on the Board of Directors for the City Planning Committee. Has experience in the restaurant industry.

Richard Vanderburg Has been working as an entrepreneur for most of this life. Has had many successful entrepreneurship relationships in business and politics, has completed marketing plans for businesses and established a number of highly profitable companies from the ground up. Has lots of start–up and business experience.

Jeff Wolpe Developer of Noda, Charlotte. President of Prestwick Homes, one of the largest builders in the state. Lots of business experience and will have major effects on area.

Donald Bilson Sales representative for Food Services LLC. Has 26 years experience in restaurant and food industry.

Matt Hanson, CEO/Brew Master

1.Responsible for maintaining the vision, mission, and philosophy of the company
2.Oversees the brewery as a whole, maintaining the integrity of the operations along with the marketing and sales through advisors
3.Handles all phases of the brewing cycle for the all beer produced on site
4.Responsible for the investor relations of the company
General Manager

1.Handle customers
2.Handle employees—both front of the house and back of the house
3.Prepare paperwork, i.e. count inventory and calculate food cost, complete product ordering, and prepare labor schedules for both FOH
Head Cook/Kitchen Manager

1.Head of the kitchen
2.Handle all aspects of food preparation
3.In charge of kitchen staff, organization, inventory, and orders
General Restaurant Staff

1.Bussers / Dishwashers (2–4)
2.Servers (3–5)
3.Hosts / Hostesses (2–3)
4.Bartenders (1–2)
5.Sous chef (1)
6.Line Cook (1–2)
7.Prep Cook (1–2)
Company Attorney

1.Responsible for establishing an LLC business form
2.Prepare and file necessary legal documentation
3.Responsible for contractual relations with investors and potential investors
4.Responsible for all legal proceedings
Accountant

1.Assist in directing the finances for the brewery
2.Manage all budgets, projections, and all statements necessary for tax filings
3.Assist in preparing financial reports to help make business decisions
BUSINESS OVERVIEW
Brewpub Description
A brewpub is a restaurant and microbrewery combination that makes its own beer and sells the majority of its beer on premise. A brewpub is also referred to as a home–brew house and a house brewery. The first American brewpub opened in 1982. As of July 2003, the Association of Brewers estimated over 1,000 brewpubs in the United States alone. There are brewpubs in many other parts of the world, although not commonly called "brewpubs." Brewpubs are especially popular in European countries, but are growing rapidly in popularity in the United States.

The American Wake Pub and Brewery will follow these characteristics by offering German craft beers and traditional American food with German specials (if these specials are popular enough, they will be added to the menu).

The American Wake Pub and Brewery will open in May 2006. For the first couple years, only the bottom floor will be available for business and the second floor will be "white boxed" until further phases of Noda are completed.

Location—Noda at Charlotte
The location of The American Wake Pub and Brewery is Noda at Charlotte. Noda is a residential and commercial area that is being developed just a few miles away from historic Charlotte. Noda's style is new urbanism and somewhat resembles traditional European architecture. Nearly everything in Noda will be within walking distance. In fact, there will be over 900 residential units within a five minute walking distance of The American Wake Pub and Brewery.

Ultimately, Noda will be a thriving town of more than 4,000 residents and hundreds of businesses. Noda will be completed in nine phases, with a carefully planned mix of homes in addition to a large town center and four neighborhood centers. 500 homes will be completed in each phase with each phase taking one–two years to complete. Of the 500 homes released for sale, 450 homes have already been sold and the second phase will be released for sale in June 2005. In addition, there are already 26 businesses open. The project is set to be completed in 2017. Developer Carl Knutser's vision is for Noda to be one of the most recognized neighborhoods in the country and this seems possible as sales are more than double original expectation.

Seating
Seating in the first year will include the main floor with approx. 2,280 sq. ft of customer space and a beer garden. The second floor will be "white–boxed" until The American Wake Pub and Brewery is able to receive adequate customers. The beer garden will consist of 12 tables, but will only be available weather permitting. The bulk (or maybe all) of the kitchen will be off the back of the building. There will be approximately 12 seats along the bar, 18 tables, and additional space. It is estimated that there will be at least 87 seats. There will also be a public swimming pool located beside The American Wake Pub and Brewery which could be an area where customers could be served. This will allow for more seating. Depending on the season, we are hoping there will be approximately 135 seats in warm months and 87 in cooler months for year one.

The plan is to open the "white–boxed" second floor in year two or three. This area will be approximately 1,500 square feet and should allow for seating of 50 additional customers.

Decorations
The exterior decoration will be painted stucco, 2.5 stories in height, and Central European in design. The interior decor will be warm–natural–stone, wood, and brick in design. There will be wall hangings and memorabilia decorating the walls. The brew system will be shown off in a bay window that runs two stories tall. There will be a lodge–feel upstairs, supported by fire places, a small band stage, and large windows.

Parking
There will be on–street parking in front of The American Wake Pub and Brewery, a free public parking lot in the back, and on–street parking throughout the community.

PRODUCTS
Alcohol
The American Wake Pub and Brewery will feature numerous types of beers brewed on–site by Matt Hanson. To suit the tastes of everyone, The American Wake Pub and Brewery will also serve a few Anheuser–Busch products. Many breweries only serve the beer that is produced on–site, but to maximize business sales and profits, serving other beers and an assortment of liquor is a must.

Craft beers will be brewed in a one–of–a–kind system. The system will be the Kupferversion mit zwei Kupferhauben purchased brand new from SBP Breweries. The American Wake Pub and Brewery will use a 2500 bbl. system. This system comes straight from Slovakia and is made of copper giving it a beautiful and unique look. The cost of this system is 323,200 Euro ($417,006 US). The American Wake Pub and Brewery will make this system easily viewable to anyone in the restaurant, so they can enjoy its beauty and know where the beer they are drinking is coming from.

The American Wake Pub and Brewery will also make the presentation of beer a highlight. Unlike other drinking places, beers will be presented the way they were meant to be. Beers will not be served in the same simple glass; each beer will be presented in its own unique way according to tradition.

Main beers that will be brewed by The American Wake Pub and Brewery

•Pilsner (Pils)—Served in a tall, thinner–walled glass, this is the most "elegant" beer. It is bottom–fermented, has the most "bitter" taste (i.e. the most hops content) and is light in color. Ca. 5% alc./vol.
•Lager—Lager is a generic name for bottom–fermented beer. Pilsners are also lagers, but a lager is usually less bitter. The lager can be served in a number of glasses and the beer served by our brewery will be like the German, "Helles" beer: a light colored, somewhat malty beer. Ca. 5% alc./vol.
•Dunkeles—A Dunkeles is the same as a lager, however, the color is darker and the beer is a little sweeter due to the residual sugars and caramelized malt. This beer will be served in a round beer glass that is, perhaps, known for being the "typical beer glass". Ca. 5% alc./vol.
•Hefeweizen (a.k.a. Weizen or Weiss)—Hefeweizen is a beer served in a tall, wide–mouthed glass so that the head of the beer can reach a nice three–fingers height. This beer may contain slightly more alcohol at ca. 5.5% alc./vol. and will be made with barley malt and wheat malt (50/50). This is an ale (top fermented beer) and has a stronger flavor. This beer will be served more in summer and offered with banana juice or a slice of lemon. *Instead of brewing separate flavored beers, most of the flavor will be added by syrup to the Hefeweizen after brewing: this allows a wider range of flavoring (and makes the hard–headed brewer feel better about not brewing "candy beer"…)
•Koelsch—Koelsch is an ale yeast beer known in the Cologne Germany area and served in small, cylinder–style glasses. It is somewhat like a wheat beer. It is lightly colored and will contain a little less alcohol. Ca. 4.5% alc/vol.
•Alt Beer—Beer served in small glasses or special alt glasses that have a curvilinear line to them; darker in color; about 5%, ale yeast.
•Bitter Ales—Such as: Pale Ale (served in "water–style glass"). Ca. 5% alc./vol, light colored.
•Dark Ales/Stouts—These beers are a lot like the brand Guinness, which is an Irish beer. Ca 5% alc./vol. This beer is very dark and black in color and served in a English Pint Glass.
•Berliner Weiss—This beer is close to the Lambic style beers of Belgium. It is an ale yeast, lightly colored and soured with lactic acid. By itself (some like it this way) it may not be a very good tasting beer. This beer is served in a low, very–wide mouthed glass ("Pott" in German) and comes with a "Schuss" or shot of Waldmeister/Woodruff syrup or Himbeer/Raspberry syrup. The beer then takes on a green or red color, respectively.
Additional beers to be served are seasonal, specialty beers:

•Schwarz Beer—"Black" beer, lager yeast (bottom fermented), Ca.5% alc./vol. Served in a large "tulip" styled glass. This beer is a little sweeter than most.
•Doppelbock—A German strong beer that can be light, but is usually dark, and has at least 6% (usually Ca. 6.5% alc./vol). Served in a thick–rimmed glass or stoneware mug.
•Keller Beer—A lager that is unfiltered and cloudy—otherwise is very much like a lager in all ways.
•Hefedoppelbock—A rare wheat beer, ale, but the alcohol content is much higher at around Ca.6.5% alc./vol. Can be dark or light and served from Weizen glass.
•Stein Beer—This is a malty beer that is made by throwing a hot stone into the mash; this helps caramelize it and it becomes sweeter. This beer is considered a lager.
•Vollmond Beer—Really, just a gimmick, this beer is brewed under the full moon to give it mystic powers and make you drunk. It is a lager or really any kind of beer you brew in the middle of the night. We think this would be good for October.
The American Wake Pub and Brewery will also carry an assortment of hard liquors and wines. The selection of the liquors will be much the same as a standard bar or restaurant.

Food
The American Wake Pub and Brewery will also be a restaurant serving the general public at lunch, dinner, and after hours. There will be a full menu serving traditional American foods as well as German specialties and other seasonal dishes throughout the year.

Along with sales from the restaurant, we will also sustain revenue with growlers (glass jugs of beer filled on–site), bottled beer, keg beer, and promotional items, such as glasses, hats, key chains, bar towels, golf balls, clothing, and other trinkets.

Concept Menu
As stated, The American Wake Pub and Brewery will carry traditional American food with German specials. Most of the regular menu items will be similar to other brewpubs, restaurants, and bars. The menu may have a few additions or subtractions in the near future. Also included is non–alcoholic beverages offered.

Menu Items
Appetizers:
•Nacho Platter —Nachos topped with ground beef, shredded lettuce, tomatoes, cheese, black olives, chopped green onions, jalapenos and sour cream
•Buffalo Wings —One pound of spicy hot wings served with celery and ranch or blue cheese dressing
•Homemade Giant Onion Rings —battered in our special beer batter and deep fried to golden perfection
•Bite–Sized Soft Pretzels —served with sweet, hot, and horseradish mustard. A way to enjoy the little Kraut in all of us
•Toasted Ravioli —This favorite is served with marinara sauce and fresh parmesan cheese
•Homemade Potato Chips —Thinly sliced fresh—a basket full
•Small salad —Fresh field greens served with fresh Farmers' Bread
•Chilli —Our own special recipe served with chic peas, black olives, and topped with shredded cheese
Sandwiches:
Served with Fries, Homemade Chips, or Hot German Potato Salad

•Hamburger —Thick 1/2 pound hamburger topped with lettuce, tomato, onion, pickles, & lettuce
•BBQ Hamburger
•Swiss and Kraut Burger —Our hamburger topped with Swiss cheese and finest sauerkraut
•Steak Sandwich —Marinated steaks served with grilled onions and grilled to perfection
•Pulled Pork Sandwich —Slow–cooked pork roast pulled and covered in bbq sauce
•Hand–Cut Cod —battered in our own special beer batter and served on your choice of wheat or white bread
•Reuben —Corned beef served on rye bread with Swiss cheese, sauerkraut and Thousand Island dressing
Main Dishes:
•Chicken Salad with Peanut Sauce Dressing —Iceberg lettuce covered in our own special peanut dressing and chicken strips
•Brick Oven Pizzas —Pizzas served with your favorite toppings including: pepperoni, sausage, chicken, mushrooms, onions, black olives and peppers
•Schimmelpizza —Pizza topped with garlic, onions, artichoke hearts and mozzarella cheese
•Reuben Pizza —If you like reubens, then you'll love this Italian twist. Thousand Island dressing is the base on this pizza complete with caraway-seed encrusted dough; topped off with corned beef, sauerkraut, and Swiss cheese
•Sausage Rigatoni —Lean, fresh sausage in a red or white sauce and topped with fresh parmesan. Served spicy upon request
•Pork Steak —Slow grilled served with your choice of two sides. BBQ or dry
•Pork Cordon Bleu —Fresh pork chop filled with ham and Swiss cheese, breaded and fried
•Grilled Chicken Breast —Served with your favorite two sides and small salad
•Smoked BBQ Ribs —Served with your favorite two side dishes
•Ribeye Steak —Served with baked potato, broccoli and dinner salad
Sides:
German Cole Slaw; German Potato Salad; Baked Potato; Salad; Chips; Green Beans; Mashed Potatoes; Noodles; Broccoli; Onion Rings; Sauerkraut

Just For Kids:
Chicken Strips; Grilled Cheese; Hamburger; Pizza; PB&J Sandwich

Beverages:
Sodas; Iced Tea; Locally Roasted Coffee; Milk; Apple Spritzers

German Specials (appearing at different intervals)
Appetizers:
•Landjaeger with farmer bread and mustard served on wooden board (this is a German Summer Sausage)
•Cheese and Sausage Platter
•German Farmer Bread served with "hausgemachter braunschweiger" and chives
•Schupfnudeln Mit Sauerkraut
•Pflammkuchen
•Radish and Salt
•Deutscher Salat —German Salad
Soups:
Allgauer Cheese Soup; White Asparagus Cream Soup; Dumpling Soup; Chili Con Carne; German Potato Salad Soup

Main Dishes:
•Bangers and Mash —Six Nuernberg sausages served on a bed of kraut
•Schnitzel —Pork cutlet
•Rhineland Pork —Smoked pork chops served on a bed of our special kraut
•Rinderrouladen Maultaschen —German–style ravioli stuffed with hamburger and spinach
•Weisswurst —served with large soft pretzel and sweet mustard
•Turkey Leg Dinner
•Trout and Boiled Potatoes —served with German cream sauce
•Flammkuchen —pizza base but instead of a tomato sauce, the crust is covered with creme fraiche, bacon, onions, garlic, and cheese
•White Asparagus —served wrapped in Black Forest Ham
•Bratwurst Dinner
•Wurstsalat mit Kaese (Schweizer Art)
Sides:
Spaetzle; German Farmer Bread; German Potato Salad (warm or cold); Schupfnudeln and Kraut; German Salads; Fried Eggs; German Broth

The general menu will remain relatively unchanged throughout the course of business. However, as demand for special dishes are assessed, they might become available on the regular menu. The American Wake Pub and Brewery is also working on a system where leftover food items can be used in certain dishes the following day. These items might be used to make a soup, side dish, or other dishes. It is estimated that The American Wake Pub and Brewery will have $20,000 worth of inventory at any one time (includes food, spices, etc.).

The American Wake Pub and Brewery will audition for a chef who has experience cooking German food. If a German chef is unattainable, The American Wake Pub and Brewery will find an American chef who is willing to learn.

COMPETITION
Competition can be broken up into three categories: brewpubs, bars, and restaurants. The American Wake Pub and Brewery will essentially be competing in all three categories which are somewhat related.

Brewpubs
All brewpubs in the Charlotte area are going to present some competition. There are no other planned brewpubs for Noda, so the listed brewpubs are the competition.

Competition: Brewpubs

Name  Distance  Location  Cost  Selection  Presentation  Atmosphere  Food  Beer 
Tarheel Tavern  4.60  Very good  Above average  Good  None  Good  Very good  Good, but unoriginal 
Charlotte Brewpub  18.72  Very good  Average  Diverse  None  Good  Good  Good 
AleHouse  22.41  Good  Above average  Unique  None  Above average  Good  Mediocre at best 

The American Wake Pub and Brewery has some tough competition in this area, especially Tarheel Tavern. All of the brewpubs analyzed have a strong location and convenience. Tarheel Tavern is located in historic Saint Charles; Charlotte Brewpub is located in downtown Charlotte surrounded by huge businesses; and AleHouse sits on the water, attracting passing consumers. The American Wake Pub and Brewery will have a location that is better than these competitors though. The American Wake Pub and Brewery will be located in Noda, an area of soon to be some 4,000 residents. As The American Wake Pub and Brewery is being erected, the amphitheater, public swimming pool and stores will be nearing completion. The American Wake Pub and Brewery also shares the area of Charlotte with Tarheel Tavern. Charlotte is growing rapidly and contains many attractions such as Wild William's WaterPark and the IMAX theater.

Cost of products will be similar to these brewpubs, above average. The average meal price at these brewpubs is $8 to $10. The selection of foods at The American Wake Pub and Brewery will be different than competitors' American menu food and German specials will be served. In addition, The American Wake Pub and Brewery will also feature homebrewed beers different from others. To set itself apart in this category, The American Wake Pub and Brewery will offer beer with a longer ripening period (a minimum of 21 days versus 14) and a happy hour sampling special. The sampling special will feature a "shot" of every beer to give the customer a taste of everything. The brewing experience of Matt Hanson should also help set Hopstreet Brewery beer apart. Matt spent many years in Germany to receive his brewing certification and worked at numerous German breweries, giving him the knowledge and background to create great beer and run the brewpub.

Notice that no brewpub competitors have unique presentation for their products. This will be a selling point for The American Wake Pub and Brewery. All beers are meant to be delivered in a certain way. Serving beers in proper drinkware will stick out in the customer's mind. For example, the tall, widemouthed hefeweizen glass and the mini hammer tapped keg will be identifying factors for customers.

The American Wake Pub and Brewery will use these features to share the Charlotte market with Tarheel Tavern, and capture the Noda market. These features will be attraction points for The American Wake Pub and Brewery to take customers away from Tarheel Tavern and bring them to The American Wake Pub and Brewery.

Bars
Of the 26 businesses to open in Noda in phase one, there are no true bars besides The American Wake Pub and Brewery. This is good news because The American Wake Pub and Brewery could be one of the few drinking places close and the only within walking distance of many. There are numerous bars/pubs in the Charlotte area, however. Only some of these present competition because most people are not willing to drive long distances to get to a specific bar. There are over 50 bars within a ten mile radius of The American Wake Pub and Brewery. All of these undoubtedly demonstrate at least some competition. The ten closest bars to The American Wake Pub and Brewery represent more competition than others. These bars include:

Competition: Bars

Name  Distance  Location  Cost  Selection  Presentation  Atmosphere  Food  Other 
Watering Hole  1.73  Okay  Average  Okay  None  Run-down  Average  Locals 
Wilson's  2.50  Good  Average  Average  None  Good  Good  Chain rest. 
Telly's  3.38  Horrible  Above average  Okay  None  Unfriendly  Average  Inside RV-park 
Rottermond  3.97  Poor  Below average  Poor  None  Run-down  Poor  Locals 
Hingy's  3.98  Okay  Cheap  Poor  None  Unclean  Poor  $ 0.25 food 
O'Callahan  4.00  Poor  Average  Unique  None  Okay  Average  Irish 
Maria's  4.10  Good  Above average  Good  None  Good  Very good  Italian 
Brown Brewpub  4.10  Good  Average  Okay  None  Good  Above average  Local favorite 
Green Lightpost  4.31  Okay  Average  Okay  None  Okay  Above average  
FlimFlam  4.34  Good  Above average  Good  None  Good  Good  Chain 

The only bars that stand out from the crowd in this table are Maria's and FlimFlam. Maria's is, in fact, more of a restaurant than a bar and FlimFlam is part of a restaurant chain. After these two, all of the other bars seem to be average at best. The American Wake Pub and Brewery will by no means, be an average bar. The food and selection at most of these bars is lackluster and offers nothing unique. This will be an area for The American Wake Pub and Brewery to capitalize on.

A "beer" heading was not added to this group because none of these bars serve their own beer. They all serve generic products like Bud Light and an occasional microbrewed beer like Charlotte Brew. Therefore, fresh homebrewed beer is another area favoring The American Wake Pub and Brewery.

In addition, the atmosphere at a lot of these bars was nothing worth noting. Most of them were smoky, unclean, and just not really a fun place to be. However, some of these bars continue to be local hangouts, something that will take time for The American Wake Pub and Brewery to accomplish. Also, some of these bars have very low prices that will be unmatchable for The American Wake Pub and Brewery, but the food is not as quality. Furthermore, none of these bars have any unique presentation, giving another advantage to The American Wake Pub and Brewery.

Restaurants
There are three restaurants that will be completed by the time of the opening of The American Wake Pub and Brewery. These restaurants are: Tony's BBQ & Grill, Fast Chinese, and Pizza–To–Go. Fast Chinese and Pizza–To– Go sound generic, but Tony's BBQ & Grill could pose as competition. Besides these, there are many restaurants close to The American Wake Pub and Brewery. Many of these restaurants, though, are considered fast food, and therefore are in a different category than that of The American Wake Pub and Brewery. More upscale, sit–down restaurants present more competition. Nearly 75 percent of the 50 closest restaurants to The American Wake Pub and Brewery are fast–food joints. The ten closest, besides those that have already been stated, are listed below.

Competition: Restaurants

Name  Distance  Location  Cost  Selection  Presentation  Atmosphere  Food  Other 
Beth's  2.25  Okay  Average  Okay  None  Okay  Average  Locals 
Mong Kow  2.34  Poor  Cheap  Okay  None  Poor  Poor  Chinese 
Won Ton  2.42  Okay  Cheap  Poor  None  Poor  Poor  Chinese 
Main Street Grill  3.34  Okay  Cheap  Poor  None  Poor  Below average  
Pepperoni's  3.40  Good  Average  Okay  None  Okay  Average  Pizza 
Washington's Tavern  3.72  Good  Above average  Very good  None  Good  Very good  Very unique 
Charbroiled Treats  3.90  Okay  Average  Good  None  Okay  Good  Pizza and burgers 
Dim Sum  3.91  Okay  Below average  Poor  None  Poor  Poor  Chinese chain 
Le Kabob  3.97  Okay  Average  Okay  None  Rundown  Below average  Locals 
El Maguey  4.08  Poor  Below average  Okay  None  Okay  Average  Mexican chain 

Similarly to bars in the area, a lot of restaurants located close to The American Wake Pub and Brewery are just okay or poor. The American Wake Pub and Brewery should not have much trouble beating out these weak competitors, but will have trouble with some of the better restaurants. The goal of The American Wake Pub and Brewery will be to achieve equality with these restaurants, because they are local favorites and have been in the area for a long time.

The American Wake Pub and Brewery will beat out all of the restaurant competition in alcohol category. The American Wake Pub and Brewery will serve a large selection of homebrewed beers that will be unmatchable by these restaurants. Once again, The American Wake Pub and Brewery must make use of its delivery and presentation as an advantage to this group. Also, these bars and restaurants will lack the brewpub experience that is evident at The American Wake Pub and Brewery.

MARKET ANALYSIS
After much research and analysis, The American Wake Pub and Brewery should have only minor problems in competing in the brewpub, bar/pub, and restaurant industry. There are only three brewpubs in the Charlotte area and the production of craft beers has grown seven percent over the past year. Furthermore, the niche market expanded three percent last year.

The brewpub is not the smoky, dirty bar where you cannot take your family, and it is not the expensive restaurant where you wouldn't take your friends. Brewpubs offer a family oriented atmosphere suitable for family and friends. They offer good food and quality unique beer. This is why brewpubs and small breweries are growing tremendously in popularity (seven percent production growth from 2003 to 2004) with over 1,400 nationwide.

Noda is projected to have annual economic impact of $315 million. This will be cash flow on which businesses in Noda can capitalize on. Other than The American Wake Pub and Brewery, only three are restaurants and only one of these restaurants is similar to The American Wake Pub and Brewery (sit–down family restaurant). This means that once phase one is complete (Spring 2006), The American Wake Pub and Brewery will be one of the main options for the 450 resident homes of Noda.

A site assessment survey was done by the American's Brewers Guild which surveyed successful brewpub operations and identified some important site characteristics that were believed to have contributed to the businesses' success. This assessment follows.

Site Assessment

Specification  Recommendation  The American Wake Pub and Brewery 
15-mile radius population  150,000  822,865 
Average per capita income  $ 30,000  $ 67,904 
Percentage of population in target age group  50%  70% 
Per capita consumption  Upper 1/3 of nation  Upper 1/10 of nation 
Number of successful restaurants in area  5 or more  More than 5 
Number of successful bars in area  3 or more  More than 3 
Number of taprooms in area  1 to 3  2 
Number of brewpubs in area  0 to 3  1 
Foot traffic  Moderate to heavy  Heavy 
Commerce  A must  Yes 
Parking  Ample for pm business  Ample 
Proximity to:   
    Downtown      Important      Yes 
    Office      Important during lunch      Yes 
    Sporting facility      Asset      Yes 
    College      Post-grads an asset      Yes 
    Tourist attractions      Asset      Many 
Expansion potential  Desirable  Yes 
Aesthetics  Moderately important  Strong 
Utility requirements  Must meet minimums  Yes 
Access  Must be uncomplicated  Uncomplicated 
Neighborhood support  Important  Yes 

As you notice, The American Wake Pub and Brewery meets every requirement, and many with ease. Many of these requirements are explained or analyzed throughout the plan. There are some, though, that will be explained here. For instance, University of North Carolina at Charlotte is located close, satisfying the college requirement. There are many sporting facilities including Charlotte Family Club and the Noda YMCA. Furthermore, The American Wake Pub and Brewery is located in downtown Noda and has an abundance of offices just a few miles away on Battery Way that employs thousands of workers. As Noda grows, The American Wake Pub and Brewery will beat these requirements with even more ease. The fact that The American Wake Pub and Brewery more than meets these requirements is in an indication that there is a market for a second brewpub in the area.

Attractions At–Hand
Attractions and amenities close to The American Wake Pub and Brewery will increase the number of consumers in the area and, therefore, increase the market. The amenities located within a short distance of The American Wake Pub and Brewery include:

•Wild William's WaterPark
•IMAX Theater
•North Carolina University at Charlotte
•Highway I-85
•Brookfield Mall
•Highway I-77
•Charlotte Airfield
All of these locations are recognizable consumer hot spots. Highways I-85 and I-77 are traveled by thousands of people every day. On interstate 85 at Battery Way, 28,506 cars traveling east and 30,849 traveling west pass by per 24 hours on average. Also, according to the Charlotte Department of Transportation, close to 20,000 vehicles travel on Battery Way each day. After the completion of Noda, this number is sure to rise.

The IMAX Theater attracts 54 million people annually. Wild William's WaterPark in Raleigh is the single largest attraction in the state and attracts four million people alone; it has even been called the most visited waterpark in the United States. Judging by the success of the Raleigh–based location, the Charlotte store should continue to gain popularity. As you will learn later, The American Wake Pub and Brewery already has plans to market there.

Charlotte already has a strong tourism industry; 1,600,000 already visit this historic city annually. These amenities, though, are an extra source of tourism. Take for instance, Ameristar Casino, which attracts over ten million visitors on an annual basis. Moreover, most people who fly into North Carolina travel through Raleigh–Durham International Airport, which is also close to The American Wake Pub and Brewery and where marketing will take place (see Marketing Strategy).

Brewpub Industry Analysis
The American Wake Pub and Brewery falls within the brewpub industry. There is no specific "industry" for this category yet, as it is relatively new. Therefore, there is no specific SIC code. For now, it is appropriate to place the brewpub under the drinking place code 5813 and the restaurant code 5812.

The craft beer segment includes brewpubs, microbreweries, and specialty brewers. Craft beer (micro-brewed beer) is the fastest growing segment of the beverage alcohol industry in the United States. There was a seven percent growth rate for craft beer volume in 2004, nearly double the growth rate posted in 2003 of 3.4 percent. More specifically, there was a 4.6 percent growth rate for brewpubs. "Craft beer volume growth outpaced that of imports, large brewers, wine and spirits in 2004," said Paul Gatza, Director of the Brewers Association. "The craft beer segment continues to show healthy and steady growth with many individual brewers enjoying double–digit volume increases," said Charlie Papazian, President of the Brewers Association. For 35 years, the craft beer industry has shown growth each year. "Americans increasingly prefer the flavor and diversity of fresh, locally– made beers," says Papazian. "Many Americans first discovered full–flavored beers at local breweries and now the diverse and exciting choices among those flavorful brews have become a regular part of their lifestyle." The continuance of the rising growth rate of the craft brew industry means good things for The American Wake Pub and Brewery. Growth is expected for the 2005 and 2006 years, and The American Wake Pub and Brewery will benefit from that growth.

Brewpubs have helped revive the beer and drinking places industry. There were a total of 986 brewpubs operating in the United States in 2004. This number includes the 51 brewpubs that opened their doors for the first time in 2004. Listed in the table below are annual beer sales for the brewpub industry.

Annual brewpub sales: Beer

Year  Total
industry beer sales  Average
brewpub beer sales 
2004  $336,700,000  $341,480 
2003  $322,000,000  $326,572 
2002  $312,800,000  $317,241 

Food sales for the brewpub industry were a little harder to come by. Although brewpubs are known more for their beers, food actually accounts for more sales than beer. Brewpubs in the Charlotte area reported a 40:60 ratio of alcohol to food sales. No specific industry food sales were attainable, so the following data was calculated using the previously stated ratio.

Annual brewpub sales: Food

Year  Estimated
industry food sales  Estimated average
brewpub food sales 
2004  $505,050,000  $512,220 
2003  $483,000,000  $489,858 
2002  $469,200,000  $475,862 

End Consumer
The end consumer of The American Wake Pub and Brewery can be broken down into three groups: locals, brew nuts, and visitors. Locals will be accounting for most of the business, but brew nuts and visitors will make up a respectable proportion. We expect locals to account for at least 80 percent of business, visitors 15 percent and brew nuts 5 percent.

Locals include people living in the Charlotte area, but more specifically citizens of the Noda development. Brew nuts are people who are basically obsessed with microbrewed beer. They will travel long distances just to try out a new beer. After visiting The American Wake Pub and Brewery, these nuts will forever remember not only our delectable beers, but the presentation of these products the way they were meant to be. Visitors are people visiting the Charlotte area. As you have already learned, there are various attractions close to The American Wake Pub and Brewery, so there will always be people going in and out of the area.

The majority of Hopstreet Brewery customers will be over the age of 21. However, these adults will bring their family and friends with them who may or may not be 21 and many others will visit who are not 21. In addition, even though people from every income level drink beer, our target group is those with income of more than $30,000. In the end, it should be noted that people may not come to enjoy Hopstreet Brewery beers, they may simply come because they enjoy the food, atmosphere, and company.

As described, our end consumer is made up of three different groups. To determine the amount of locals we may encounter, radial studies must be completed. Within a 1–mile radius of The American Wake Pub and Brewery there are 9,732 adults over the age of 21; 64,977 within a 5–mile radius; 253,434 within a 10–mile radius; and 574,995 within a 15–mile radius. Moreover, more than two thirds of these people have an average income of over $30,000.

The demographic of the brew nut is hard to nail down. These are just people who love trying beer. This group is made up of people over 21, but mostly males. Some brew nuts are willing to travel further than others, so the general market is as large as the entire country.

The demographic of the visitor group is just that, a visitor. More than two thirds of adults in the United States aged 21 and older traveled in 2004. That makes visitors a very large group (greater than 125 million). Charlotte alone had over 1.5 million visitors last year, and that was before the construction of Noda.

MARKETING & SALES
Marketing Strategy
The marketing strategy of The American Wake Pub and Brewery is to uphold to the strictest standards of quality and family fun while serving up excellent food, beer, and atmosphere. This will provide the company with a strong reputation and encourage customers to tell others about their experience. The American Wake Pub and Brewery must prove itself among the many brewpubs, bars, and restaurants in the Charlotte area. When restaurants and drinking places open, people want to try them out immediately and first impressions can make or break companies in this industry. Therefore, The American Wake Pub and Brewery will make sure every experience is a positive one. The American Wake Pub and Brewery will focus on serving the finest beers and delivering them in a fashion unlike any other location. Also, the selection of foods will make sure there is something for everyone and leave the customer craving for more.

The American Wake Pub and Brewery will use traditional and nontraditional marketing efforts to promote the brewpub. Traditional marketing efforts will include billboard advertisements, direct mailings, and newspaper spots. Nontraditional marketing consists of indirect marketing. The combination of these marketing efforts will be used to create a "buzz" that will generate word–of–mouth marketing in the general public.

In the fall of 2005, billboard advertisements will be done promoting all of Noda. Many of these signs will contain advertisement for The American Wake Pub and Brewery. These signs will be located on highways 85 and 77, and other major roadways in the Charlotte area. The American Wake Pub and Brewery will also make use of billboard advertising independently around the same areas. The amount or placement of these billboards will not be assessed until Noda advertising has begun. The American Wake Pub and Brewery would like to have an advertisement on 370 east and west, 70 east and west, and two on Battery Way/Airport Road in each direction. The plan is to have these advertisements present three months before opening and have them remain until they are inefficient. In addition, Hopstreet Brewery owner, Matt Hanson, has already been in contact about having the brewpub added to the list of restaurants on highways 85 and 77.

There are currently over 5,000 people on the Noda mailing list which keeps interested consumers up to date with what is going on in Noda. It has already been mentioned in this mailer that a brewpub will be open in Noda phase one. Now that more information is available about The American Wake Pub and Brewery, advertisements and articles will begin appearing in this mailer by summer 2005. This mailer is designed and maintained by Noda development and will cost The American Wake Pub and Brewery nothing. The American Wake Pub and Brewery will push to have as many references as possible in this mailer. The American Wake Pub and Brewery will also begin placing advertisements in the Charlotte newspaper about the brewpub's 2006 opening. An ad or two will be placed in the Sunday newspaper starting a month before opening. These ads will contain a coupon so The American Wake Pub and Brewery can gauge their effectiveness and determine how long they should use newspaper advertising. Furthermore, the business section of the Charlotte newspaper often features articles about the opening of new businesses, and The American Wake Pub and Brewery is likely to be featured shortly before opening. There will soon be a daily Noda newspaper and The American Wake Pub and Brewery will do likewise with this newspaper.

Many different kiosks have been seen at Wild William' WaterPark in Charlotte, marketing and offering samples of products during events. The American Wake Pub and Brewery is in the process of setting up a kiosk at spring 2006 events. Hopefully, alcohol will be permitted at this event. If not, The American Wake Pub and Brewery will focus on handing out coupons, fliers, and merchandise. Wild William' WaterPark is a huge attraction and will offer The American Wake Pub and Brewery a lot of public visibility. Another strong place to advertise is Raleigh–Durham International Airport. The American Wake Pub and Brewery plans to have advertisements visible to customers as they pick up their luggage and walk out the door.

The American Wake Pub and Brewery will also participate in local events such as Oktoberfest and parades both before and after opening. At these events, merchandise, coupons, and fliers will be handed out. Moreover, The American Wake Pub and Brewery will hand out these things as much as possible at as many places as it can to give the brewpub as much promotion as possible.

Sales Strategy
The sales strategy of The American Wake Pub and Brewery is direct sales to customers from the brewpub. The main selling point will be beer, but food will be the second attraction. Focus, therefore, will be sale of these two groups at the brewpub. All advertising within the brewpub will be endorsement of Hopstreet Brewery products, events, promotions, and specials. There will be no advertising for products like Anheuser–Busch.

Part of The American Wake Pub and Brewery's sales strategy will be completed by MarketGroup Inc. MarketGroup Inc. specializes in converting first time customers into regular visitors. MarketGroup Inc. will send personalized letters, birthday coupons, emails, web promotions, etc to Hopstreet Brewery customers. The effectiveness of this will be measured by the amount of customers using these coupons or customers noting they received a letter. The cost of this service is $350 a month. The American Wake Pub and Brewery will begin use of this service a few months after opening, and if it proves not to be cost effective, the brewpub will no longer use the service. MarketGroup Inc. has helped develop customer bases for many prominent Charlotte restaurants like Nook in the Square, Cathy's Cafe, and Dimanto's Italian Eatery.

The American Wake Pub and Brewery will complete a number of sales strategies on its own too. The brewpub will feature advertisement coupons in newspapers and mailings on a weekly basis. The American Wake Pub and Brewery will also offer frequent dining programs where after a customers has seven main dish items, he or she will be able to receive a free dish of choice.

The American Wake Pub and Brewery will have specials within the brewpub. There will be many daily specials that will include German dishes, but many will simply be discounts on regular menu items. The American Wake Pub and Brewery will also have happy hour specials with half price appetizers and beer from three to six o' clock every weekday. Likewise, a happy hour sampling special will be offered which will incorporate shot size samples of every craft beer.

The American Wake Pub and Brewery will offer to serve as a meeting place for local groups. The American Wake Pub and Brewery will contact church groups, senior clubs, tourist groups, and dating services about having events at the brewpub. The groups will receive discounts on all food and beverage items during the meeting, coupons for future use, and a tour of the brewpub.

The American Wake Pub and Brewery will also encourage pub crawls where people are driven around to different bars/breweries. These are usually set up by a group of people looking to try out different drinking places. The American Wake Pub and Brewery will periodically mention pub crawls in its advertisements and promote it at the brewpub. Moreover, there will be frequent tours of the brewing process where consumers will get a sample of freshly brewed beer at the end. In addition to these strategies, The American Wake Pub and Brewery will also be available for rental and catering upon request.

The last marketing/sales strategy that The American Wake Pub and Brewery will take on will be sponsorships. The American Wake Pub and Brewery will sponsor events at the local amphitheater such as concerts and pageants. The brewpub will try to be active in every event that takes place at the amphitheater because it is located only a few steps from The American Wake Pub and Brewery. The American Wake Pub and Brewery will also sponsor local sporting events and teams. This will include charity sporting events, softball leagues, and tournaments. The American Wake Pub and Brewery will use this form of advertising because it is relatively cheap and can serve as a strong form of advertisement.

Pricing
The pricing of products at The American Wake Pub and Brewery will be based on three measurements: competition, cost, and demand. All three of these measures will be important for The American Wake Pub and Brewery to realize its greatest profits.

Pricing of Hopstreet Brewery beer and food will be very similar to competition. If our prices are too high, consumers will choose to take their business elsewhere. If prices are too low, The American Wake Pub and Brewery's profit margin will not be utilized to the fullest. Much of our pricing will be based on the pricing of items at Tarheel Tavern because they will be a main competitor of The American Wake Pub and Brewery, and because it too is a brewpub.

Also considered when pricing, will be the cost of the goods sold by The American Wake Pub and Brewery. All products require different goods, quantities, and effort to be made. Obviously, products with higher priced goods, quantities, and effort are going to command a higher price.

The final factor considered in pricing will be demand. A lot of this demand will be based on consumer input. The American Wake Pub and Brewery will monitor sales to see which goods are selling better than others. As stated earlier, if some goods are not selling up to standards, they might be removed from the menu. Likewise, The American Wake Pub and Brewery would like to measure the price sensitivity of its customers. This will be done by making occasional price markups and markdowns on selected menu items. This will survey how much consumers are willing to pay for certain items.

From our research, most sales in the brewpub industry come from food items. However, the greatest profit margin is incurred from alcohol sales, mainly house brewed items. Pricing will change from time to time due to certain conditions, but will remain the same for the most part. Pricing will be reviewed on a monthly basis at a minimum.

Alcohol prices will vary depending upon competitor pricing, size, and cost of goods. The American Wake Pub and Brewery will price its beers similarly to competitors. Furthermore, larger beers will be more expensive, but will be a better deal per ounce than smaller beverages. The price of ingredients also plays a major role in the price of beer. Labor will not be included in cost of goods, because it will be performed by owner and brewmaster Matt Hanson.

RISK FACTORS
Obviously, there are many risks entering into the drinking place and restaurant industry. Many startups immediately fail and many are still losing money. Possible risks The American Wake Pub and Brewery faces have been considered and are being planned for. There are also many opportunities that The American Wake Pub and Brewery can capitalize on.

Risks

1.Lack of business. If The American Wake Pub and Brewery is not receiving sufficient business, major problems would arise. The outlook, however, looks very strong and there is a healthy market for brewpubs at the moment.
2.Missing inventory. The average alcohol shrinkage of a bar is 20 percent due to too many bartender freebies, mispourings, and incorrect orders. This can cost any business a lot of revenue. If it is noticed that an unreasonable amount of inventory is missing, The American Wake Pub and Brewery will likely hire PubCo to manage their liquor inventory. PubCo specializes in reducing shrinkage and saving owners plenty of money.
3.Competitors in Noda. After the development of each phase of Noda, there will be more competitors in the area. In phase one, there will only be three other restaurants in Noda, and two are more fast–food type. This leaves Marbella as the only direct competition. As new restaurants open in Noda, The American Wake Pub and Brewery will already be firmly established and ready to take on new competition.
4.Possible problems with brewing systems. Problems have arisen in other microbreweries with system problems preventing the production of beer. We plan on purchasing new, top–of–the–line equipment to reduce this risk.
5.Overhead costs exceeding sales would pose a problem if it occurred consistently. If the cost to maintain the equipment, building and other overhead costs exceed sales, The American Wake Pub and Brewery would be in serious disarray. The American Wake Pub and Brewery will fight this by reviewing finances on a monthly basis at a minimum and hiring an accountant.
6.Management and staff problems. Employees will initially be given a chance to settle disputes and correct mistakes depending on severity. However, some mistakes, such as stealing and harassment will result in immediate firing.
7.Competitive reaction. Competitors in the Charlotte area might react adversely to The American Wake Pub and Brewery. They might try to undercut pricing or partake in interfering with possible Hopstreet Brewery consumers. The American Wake Pub and Brewery does not want to go to war with any of its competitors. Actions to prevent this might be forming strategic alliances or supporting competitors.
8.Poor reviews in press. This would pose a major problem for The American Wake Pub and Brewery because the brewpub is counting on positive reviews to promote business. If this does happen, The American Wake Pub and Brewery will make greater efforts to improve the brewpub and its products like hiring a new chef or offering more discounts to get consumers back in the door.
9.Liquor related problems. Drunk–driving and other liquor related problems are often troublesome for drinking places. To prevent this, servers will be trained to determine when someone has had too much too drink. The American Wake Pub and Brewery will also call cabs, family members, or drive people to make sure they get home safely. However, much of The American Wake Pub and Brewery's customer base will live in Noda, and most residents will be within a ten minute walk.
Opportunities

1.Expansion. If The American Wake Pub and Brewery is highly successful, another brewpub may be opened in another area.
2.Introduction of new products. It has already been explained that if a German special item is extremely popular, it would be added to the menu. Furthermore, The American Wake Pub and Brewery will be constantly evaluating sales of items to determine if there is enough demand to add an item to the menu. This could include beer, an American dish, or a German special.
3.Development of surrounding area. The area of Charlotte is growing extremely fast and Noda will eventually have a population of over 10,000. The American Wake Pub and Brewery is right in the middle of this fast growing area and could see a large increase in customers upon completion of each phase. In addition, The American Wake Pub and Brewery may be able to sell products to water park guests, amphitheater spectators, and maybe even develop another beer garden.
4.Product sales outside of the brewpub. The American Wake Pub and Brewery will monitor sales of its products to determine the feasibility of sales at other bars, restaurants, and stores.
5.Strategic alliances with other businesses. The American Wake Pub and Brewery will try to form alliances with others to promote business. This could be beneficial to both sides. Businesses could advertise for each other, give away coupons, encourage consumers to visit, etc.
Investor Information
The American Wake Pub and Brewery is seeking an outlay of $280,000 from investors. This amount will give The American Wake Pub and Brewery the 20 percent it needs to acquire a $1.4 million loan from the bank. Investors will be paid back over a maximum 20–year period on a monthly basis. Please see financials for more details.

Forecasted income statement start-up operations

 Prior to Month 3  Month 3  Month 2  Month 1  Month 0  Total 
Net sales  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Cost of goods sold  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Gross income  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Operating expenses (overhead):       
Variable:  $ 0      
Payroll  $ 0  $ 0  $ 0  $ 0  $ 17,794  $ 17,794 
Payroll taxes  $ 0  $ 0  $ 0  $ 0  $ 2,135  $ 2,135 
Incentives  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Advertising  $ 3,000  $ 1,500  $ 1,500  $ 1,500  $ 1,50  $ 9,000 
Legal  $ 500  $ 17  $ 17  $ 17  $ 17  $ 568 
Accounting  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Electric  $ 0  $ 2,027  $ 2,027  $ 2,027  $ 2,027  $ 8,108 
Telephone  $ 0  $ 300  $ 300  $ 300  $ 300  $ 1,200 
Repair & maintenance  $ 0  $ 0  $ 0  $ 0  $ 1,318  $ 1,318 
Gas  $ 0  $ 71  $ 71  $ 71  $ 71  $ 284 
Supplies  $ 0  $ 659  $ 659  $ 659  $ 659  $ 2,636 
Total variable expenses  $ 3,500  $ 4,574  $ 4,574  $ 4,574  $ 25,821  $ 43,043 
Fixed:       
Officer's salaries  NA  NA  NA  NA  NA  NA 
Officer's payroll taxes  NA  NA  NA  NA  NA  NA 
Insurance  $ 1,318  $ 1,318  $ 1,318  $ 1,318  $ 1,318  $ 6,590 
Loan payment  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Investor payment  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Interest  $ 527  $ 527  $ 527  $ 527  $ 527  $ 2,636 
Depreciation  $ 0  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 10,000 
Licenses & permits  $ 231  $ 231  $ 231  $ 231  $ 231  $ 1,155 
Total fixed expenses  $ 2,076  $ 4,576  $ 4,576  $ 4,576  $ 4,576  $ 20,381 
Total opearating expenses  $ 5,576  $ 9,150  $ 9,150  $ 9,150  $ 30,397  $ 63,423 
Net income before taxes  ($ 5,576)  ($ 9,150)  ($ 9,150)  ($ 9,150)  ($ 30,397)  ($ 63,423) 

Forecasted annual income statement

 Year 1  Year 2  Year 3  Assumptions 
Food & NA beverages sales  $ 267,750  $ 477,000  $ 592,500  Data from Typical Bar & Restaurant according to Holder Group 
Cost of goods sold  $ 85,680  $ 152,640  $ 189,600  unless stated otherwise 
Gross food profit  $ 182,070  $ 324,360  $ 402,900  32% of food sales 
Alcohol sales  $ 178,500  $ 318,000  $ 395,000  60:40 Ratio of Food to Alcohol (from Saint Louis brewpubs) 
Cost of goods sold  $ 35,700  $ 63,600  $ 79,000  20% of alcohol sales (percentage from US Foods) 
Gross alcohol profit  $ 142,800  $ 254,400  $ 316,000  
Merchandise sales  $ 0  $ 7,096  $ 6,876  
Cost of goods sold  $ 0  $ 3,548  $ 3,438  50% of merchandise sales (a guess for now) 
Gross merchandise profit  $ 0  $ 3,548  $ 3,438  
Total sales  $ 446,250  $ 802,096  $ 994,376  
Total cost of goods sold  $ 121,380  $ 219,788  $ 272,038  
Total gross profit  $ 324,870  $ 582,308  $ 722,338  
Operating expenses (overhead):     
Variable:     
Payroll  $ 120,488  $ 216,566  $ 268,482  27% of total sales 
Payroll taxes  $ 14,459  $ 25,988  $ 32,218  12% of payroll 
Incentives  $ 12,000  $ 12,000  $ 12,000  $ 1,000 average monthly incentives to employees 
Advertising  $ 8,925  $ 16,042  $ 19,888  2% of total sales 
Legal  $ 200  $ 200  $ 200  Constant 
Accounting  $ 4,463  $ 8,021  $ 9,944  1% of total sales 
Electric  $ 13,988  $ 24,663  $ 30,431  3% of total sales + $600 for Brewing System Power 
Telephone  $ 300  $ 300  $ 300  Constant 
Repair & maintenance  $ 8,925  $ 16,042  $ 19,888  2% of total sales 
Gas  $ 850  $ 850  $ 850  Constant 
Supplies  $ 4,463  $ 8,021  $ 9,944  (Includes bar loss) 1% of total sales 
Total variable expenses  $ 189,059  $ 328,692  $ 404,143  
Fixed:     
Officer's salaries  NA  NA  NA  
Officer's payroll taxes  NA  NA  NA  
Insurance  $ 14,000  $ 14,000  $ 14,000  
Loan payment  $ 103,164  $ 103,164  $ 103,164  $ 1,120,000 Loan; 6%; 20 years 
Investor payment  $ 32,424  $ 32,424  $ 32,424  $ 280,000 Investment; 10%; 20 years 
Interest  $ 6,000  $ 6,000  $ 6,000  
Depreciation  $ 30,000  $ 30,000  $ 30,000  $ 600,000 in equipment; Straight Line; 20 years 
Licenses & permits  $ 2,772  $ 2,772  $ 2,772  
Total fixed expenses  $ 188,360  $ 188,360  $ 188,360  
Total variable expenses  $ 189,059  $ 328,692  $ 404,143  
Total expenses  $ 377,419  $ 517,052  $ 592,503  
Net income before taxes  -$ 52,549  $ 65,256  $ 129,835  

Forecasted year 1 income statement

 Month 1  Month 2  Month 3  Month 4  Month 5  Month 6 
Food sales  $ 7,500  $ 11,250  $ 15,000  $ 19,500  $ 21,000  $ 22,500 
Cost of goods sold  $ 2,400  $ 3,600  $ 4,800  $ 6,240  $ 6,720  $ 7,200 
Gross food profit  $ 5,100  $ 7,650  $ 10,200  $ 13,260  $ 14,280  $ 15,300 
Alcohol sales  $ 5,000  $ 7,500  $ 10,000  $ 13,000  $ 14,000  $ 15,000 
Cost of goods sold  $ 1,000  $ 1,500  $ 2,000  $ 2,600  $ 2,800  $ 3,000 
Gross alcohol profit  $ 4,000  $ 6,000  $ 8,000  $ 10,400  $ 11,200  $ 12,000 
Merchandise sales  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Cost of goods sold  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Gross merchandise profit  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Total sales  $ 12,500  $ 18,750  $ 25,000  $ 32,500  $ 35,000  $ 37,500 
Total cost of goods sold  $ 3,400  $ 5,100  $ 6,800  $ 8,840  $ 9,520  $ 10,200 
Total gross profit  $ 9,100  $ 13,650  $ 18,200  $ 23,660  $ 25,480  $ 27,300 
Operating expenses (overhead):       
Variable:       
Payroll  $ 3,375  $ 5,063  $ 6,750  $ 8,775  $ 9,450  $ 10,125 
Payroll taxes  $ 405  $ 608  $ 810  $ 1,053  $ 1,134  $ 1,215 
Incentives  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000 
Advertising  $ 250  $ 375  $ 500  $ 650  $ 700  $ 750 
Legal  $ 17  $ 17  $ 17  $ 17  $ 17  $ 17 
Accounting  $ 125  $ 188  $ 250  $ 325  $ 350  $ 375 
Electric  $ 425  $ 613  $ 800  $ 1,025  $ 1,100  $ 1,175 
Telephone  $ 25  $ 25  $ 25  $ 25  $ 25  $ 25 
Repair & maintenance  $ 250  $ 375  $ 500  $ 650  $ 700  $ 750 
Gas  $ 71  $ 71  $ 71  $ 71  $ 71  $ 71 
Supplies  $ 125  $ 188  $ 250  $ 325  $ 350  $ 375 
Total variable expenses  $ 6,068  $ 8,520  $ 10,973  $ 13,916  $ 14,897  $ 15,878 
Fixed:      
Officer's salaries  NA  NA  NA  NA  NA  NA 
Officer's payroll taxes  NA  NA  NA  NA  NA  NA 
Insurance  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167 
Loan payment  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597 
Investor payment  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702 
Interest  $ 500  $ 500  $ 500  $ 500  $ 500  $ 500 
Depreciation  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500 
Licenses & permits  $ 231  $ 231  $ 231  $ 231  $ 231  $ 231 
Total fixed expenses  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697 
Total opearating expenses  $ 21,764  $ 24,217  $ 26,669  $ 29,612  $ 30,593  $ 31,574 
Net income before taxes  −$ 12,664  −$ 10,567  −$ 8,469  −$ 5,952  −$ 5,113  −$ 4,274 

Month 7  Month 8  Month 9  Month 10  Month 11  Month 12 
Food sales  $ 24,000  $ 25,500  $ 27,000  $ 28,500  $ 31,500  $ 34,500 
Cost of goods sold  $ 7,680  $ 8,160  $ 8,640  $ 9,120  $ 10,080  $ 11,040 
Gross food profit  $ 16,320  $ 17,340  $ 18,360  $ 19,380  $ 21,420  $ 23,460 
Alcohol sales  $ 16,000  $ 17,000  $ 18,000  $ 19,000  $ 21,000  $ 23,000 
Cost of goods sold  $ 3,200  $ 3,400  $ 3,600  $ 3,800  $ 4,200  $ 4,600 
Gross alcohol profit  $ 12,800  $ 13,600  $ 14,400  $ 15,200  $ 16,800  $ 18,400 
Merchandise sales  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Cost of goods sold  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Gross merchandise profit  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Total sales  $ 40,000  $ 42,500  $ 45,000  $ 47,500  $ 52,500  $ 57,500 
Total cost of goods sold  $ 10,880  $ 11,560  $ 12,240  $ 12,920  $ 14,280  $ 15,640 
Total gross profit  $ 29,120  $ 30,940  $ 32,760  $ 34,580  $ 38,220  $ 41,860 
Operating expenses (overhead):       
Variable:       
Payroll  $ 10,800  $ 11,475  $ 12,150  $ 12,825  $ 14,175  $ 15,525 
Payroll taxes  $ 1,296  $ 1,377  $ 1,458  $ 1,539  $ 1,701  $ 1,863 
Incentives  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000 
Advertising  $ 800  $ 850  $ 900  $ 950  $ 1,050  $ 1,150 
Legal  $ 17  $ 17  $ 17  $ 17  $ 17  $ 17 
Accounting  $ 400  $ 425  $ 450  $ 475  $ 525  $ 575 
Electric  $ 1,250  $ 1,325  $ 1,400  $ 1,475  $ 1,625  $ 1,775 
Telephone  $ 25  $ 25  $ 25  $ 25  $ 25  $ 25 
Repair & maintenance  $ 800  $ 850  $ 900  $ 950  $ 1,050  $ 1,150 
Gas  $ 71  $ 71  $ 71  $ 71  $ 71  $ 71 
Supplies  $ 400  $ 425  $ 450  $ 475  $ 525  $ 575 
Total variable expenses  $ 16,859  $ 17,840  $ 18,821  $ 19,802  $ 21,764  $ 23,726 
Fixed:       
Officer's salaries  NA  NA  NA  NA  NA  NA 
Officer's payroll taxes  NA  NA  NA  NA  NA  NA 
Insurance  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167 
Loan payment  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597 
Investor payment  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702 
Interest  $ 500  $ 500  $ 500  $ 500  $ 500  $ 500 
Depreciation  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500 
Licenses & permits  $ 231  $ 231  $ 231  $ 231  $ 231  $ 231 
Total fixed expenses  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697 
Total opearating expenses  $ 32,555  $ 33,536  $ 34,517  $ 35,498  $ 37,460  $ 39,422 
Net income before taxes  −$ 3,435  −$ 2,596  −$ 1,757  −$ 918  −$ 760  −$ 2,438 
Assumption:       
(1) Change in food and alcohol sales is based on Trailhead sales     
(2) Assumes 60:40 food to alcohol ratio      

Forecasted year 2 income statement

 Month 1  Month 2  Month 3  Month 4  Month 5  Month 6 
Food sales  $ 39,000  $ 39,000  $ 42,000  $ 45,000  $ 40,500  $ 42,000 
Cost of goods sold  $ 12,480  $ 12,480  $ 13,440  $ 14,400  $ 12,960  $ 13,440 
Gross food profit  $ 26,520  $ 26,520  $ 28,560  $ 30,600  $ 27,540  $ 28,560 
Alcohol sales  $ 26,000  $ 26,000  $ 28,000  $ 30,000  $ 27,000  $ 28,000 
Cost of goods sold  $ 5,200  $ 5,200  $ 5,600  $ 6,000  $ 5,400  $ 5,600 
Gross alcohol profit  $ 20,800  $ 20,800  $ 22,400  $ 24,000  $ 21,600  $ 22,400 
Merchandise sales  $ 500  $ 515  $ 530  $ 546  $ 563  $ 580 
Cost of goods sold  $ 250  $ 258  $ 265  $ 273  $ 282  $ 290 
Gross merchandise profit  $ 250  $ 258  $ 265  $ 273  $ 282  $ 290 
Total sales  $ 65,500  $ 65,515  $ 70,530  $ 75,546  $ 68,063  $ 70,580 
Total cost of goods sold  $ 17,930  $ 17,938  $ 19,305  $ 20,673  $ 18,642  $ 19,330 
Total gross profit  $ 47,570  $ 47,578  $ 51,225  $ 54,873  $ 49,422  $ 51,250 
Operating expenses (overhead):       
Variable:       
Payroll  $ 17,685  $ 17,689  $ 19,043  $ 20,397  $ 18,377  $ 19,057 
Payroll taxes  $ 2,122  $ 2,123  $ 2,285  $ 2,448  $ 2,205  $ 2,287 
Incentives  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000 
Advertising  $ 1,310  $ 1,310  $ 1,411  $ 1,511  $ 1,361  $ 1,412 
Legal  $ 17  $ 17  $ 17  $ 17  $ 17  $ 17 
Accounting  $ 655  $ 655  $ 705  $ 755  $ 681  $ 706 
Electric  $ 2,015  $ 2,015  $ 2,166  $ 2,316  $ 2,092  $ 2,167 
Telephone  $ 25  $ 25  $ 25  $ 25  $ 25  $ 25 
Repair & maintenance  $ 1,310  $ 1,310  $ 1,411  $ 1,511  $ 1,361  $ 1,412 
Gas  $ 71  $ 71  $ 71  $ 71  $ 71  $ 71 
Supplies  $ 655  $ 655  $ 705  $ 755  $ 681  $ 706 
Total variable expenses  $ 26,865  $ 26,871  $ 28,838  $ 30,807  $ 27,870  $ 28,858 
Fixed:       
Officer's salaries  NA  NA  NA  NA  NA  NA 
Officer's payroll taxes  NA  NA  NA  NA  NA  NA 
Insurance  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167 
Loan payment  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597 
Investor payment  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702 
Interest  $ 500  $ 500  $ 500  $ 500  $ 500  $ 500 
Depreciation  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500 
Licenses & permits  $ 231  $ 231  $ 231  $ 231  $ 231  $ 231 
Total fixed expenses  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697 
Total opearating expenses  $ 42,561  $ 42,567  $ 44,535  $ 46,503  $ 43,567  $ 44,555 
Net income before taxes  $ 5,009  $ 5,010  $ 6,690  $ 8,370  $ 5,854  $ 6,695 

 Month 7  Month 8  Month 9  Month 10  Month 11  Month 12 
Food sales  $ 39,000  $ 42,000  $ 34,500  $ 34,500  $ 37,500  $ 42,000 
Cost of goods sold  $ 12,480  $ 13,440  $ 11,040  $ 11,040  $ 12,000  $ 13,440 
Gross food profit  $ 26,520  $ 28,560  $ 23,460  $ 23,460  $ 25,500  $ 28,560 
Alcohol sales  $ 26,000  $ 28,000  $ 23,000  $ 23,000  $ 25,000  $ 28,000 
Cost of goods sold  $ 5,200  $ 5,600  $ 4,600  $ 4,600  $ 5,000  $ 5,600 
Gross alcohol profit  $ 20,800  $ 22,400  $ 18,400  $ 18,400  $ 20,000  $ 22,400 
Merchandise sales  $ 597  $ 615  $ 633  $ 652  $ 672  $ 692 
Cost of goods sold  $ 299  $ 308  $ 317  $ 326  $ 336  $ 346 
Gross merchandise profit  $ 299  $ 308  $ 317  $ 326  $ 336  $ 346 
Total sales  $ 65,597  $ 70,615  $ 58,133  $ 58,152  $ 63,172  $ 70,692 
Total cost of goods sold  $ 17,979  $ 19,348  $ 15,957  $ 15,966  $ 17,336  $ 19,386 
Total gross profit  $ 47,619  $ 51,268  $ 42,177  $ 42,186  $ 45,836  $ 51,306 
Operating expenses (overhead):       
Variable:       
Payroll  $ 17,711  $ 19,066  $ 15,696  $ 15,701  $ 17,056  $ 19,087 
Payroll taxes  $ 2,125  $ 2,288  $ 1,884  $ 1,884  $ 2,047  $ 2,290 
Incentives  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000 
Advertising  $ 1,312  $ 1,412  $ 1,163  $ 1,163  $ 1,263  $ 1,414 
Legal  $ 17  $ 17  $ 17  $ 17  $ 17  $ 17 
Accounting  $ 656  $ 706  $ 581  $ 582  $ 632  $ 707 
Electric  $ 2,018  $ 2,168  $ 1,794  $ 1,795  $ 1,945  $ 2,171 
Telephone  $ 25  $ 25  $ 25  $ 25  $ 25  $ 25 
Repair & maintenance  $ 1,312  $ 1,412  $ 1,163  $ 1,163  $ 1,263  $ 1,414 
Gas  $ 71  $ 71  $ 71  $ 71  $ 71  $ 71 
Supplies  $ 656  $ 706  $ 581  $ 582  $ 632  $ 707 
Total variable expenses  $ 26,903  $ 28,872  $ 23,974  $ 23,981  $ 25,951  $ 28,902 
Fixed: 
Officer's salaries  NA  NA  NA  NA  NA  NA 
Officer's payroll taxes  NA  NA  NA  NA  NA  NA 
Insurance  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167 
Loan payment  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597 
Investor payment  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702 
Interest  $ 500  $ 500  $ 500  $ 500  $ 500  $ 500 
Depreciation  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500 
Licenses & permits  $ 231  $ 231  $ 231  $ 231  $ 231  $ 231 
Total fixed expenses  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697 
Total opearating expenses  $ 42,599  $ 44,568  $ 39,671  $ 39,678  $ 41,648  $ 44,599 
Net income before taxes  $ 5,019  $ 6,699  $ 2,506  $ 2,508  $ 4,188  $ 6,707 
Assumption:       
(1) Change in food and alcohol sales is based on Trailhead sales    
(2) Assumes 60:40 food to alcohol ratio       

Forecasted year 3 income statement

 Month 1  Month 2  Month 3  Month 4  Month 5  Month 6 
Food sales  $ 48,000  $ 48,000  $ 51,000  $ 54,000  $ 49,500  $ 51,000 
Cost of goods sold  $ 15,360  $ 15,360  $ 16,320  $ 17,280  $ 15,840  $ 16,320 
Gross food profit  $ 32,640  $ 32,640  $ 34,680  $ 36,720  $ 33,660  $ 34,680 
Alcohol sales  $ 32,000  $ 32,000  $ 34,000  $ 36,000  $ 33,000  $ 34,000 
Cost of goods sold  $ 6,400  $ 6,400  $ 6,800  $ 7,200  $ 6,600  $ 6,800 
Gross alcohol profit  $ 25,600  $ 25,600  $ 27,200  $ 28,800  $ 26,400  $ 27,200 
Merchandise sales  $ 671  $ 651  $ 632  $ 613  $ 594  $ 577 
Cost of goods sold  $ 336  $ 326  $ 316  $ 307  $ 297  $ 289 
Gross merchandise profit  $ 336  $ 326  $ 316  $ 307  $ 297  $ 289 
Total sales  $ 80,671  $ 80,651  $ 85,632  $ 90,613  $ 83,094  $ 85,577 
Total cost of goods sold  $ 22,096  $ 22,086  $ 23,436  $ 24,787  $ 22,737  $ 23,409 
Total gross profit  $ 58,576  $ 58,566  $ 62,196  $ 65,827  $ 60,357  $ 62,169 
Operating expenses (overhead):       
Variable:       
Payroll  $ 21,781  $ 21,776  $ 23,121  $ 24,466  $ 22,435  $ 23,106 
Payroll taxes  $ 2,614  $ 2,613  $ 2,774  $ 2,936  $ 2,692  $ 2,773 
Incentives  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000 
Advertising  $ 1,613  $ 1,613  $ 1,713  $ 1,812  $ 1,662  $ 1,712 
Legal  $ 17  $ 17  $ 17  $ 17  $ 17  $ 17 
Accounting  $ 807  $ 807  $ 856  $ 906  $ 831  $ 856 
Electric  $ 2,470  $ 2,470  $ 2,619  $ 2,768  $ 2,543  $ 2,617 
Telephone  $ 25  $ 25  $ 25  $ 25  $ 25  $ 25 
Repair & maintenance  $ 1,613  $ 1,613  $ 1,713  $ 1,812  $ 1,662  $ 1,712 
Gas  $ 71  $ 71  $ 71  $ 71  $ 71  $ 71 
Supplies  $ 807  $ 807  $ 856  $ 906  $ 831  $ 856 
Total variable expenses  $ 32,818  $ 32,810  $ 34,764  $ 36,719  $ 33,769  $ 34,743 
Fixed:       
Officer's salaries  NA  NA  NA  NA  NA  NA 
Officer's payroll taxes  NA  NA  NA  NA  NA  NA 
Insurance  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167 
Loan payment  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597 
Investor payment  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702 
Interest  $ 500  $ 500  $ 500  $ 500  $ 500  $ 500 
Depreciation  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500 
Licenses & permits  $ 231  $ 231  $ 231  $ 231  $ 231  $ 231 
Total fixed expenses  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697 
Total opearating expenses  $ 48,514  $ 48,507  $ 50,461  $ 52,416  $ 49,465  $ 50,440 
Net income before taxes  $ 10,061  $ 10,059  $ 11,735  $ 13,411  $ 10,892  $ 11,729 

 Month 7  Month 8  Month 9  Month 10  Month 11  Month 12 
Food sales  $ 48,000  $ 51,000  $ 45,000  $ 45,000  $ 48,000  $ 54,000 
Cost of goods sold  $ 15,360  $ 16,320  $ 14,400  $ 14,400  $ 15,360  $ 17,280 
Gross food profit  $ 32,640  $ 34,680  $ 30,600  $ 30,600  $ 32,640  $ 36,720 
Alcohol sales  $ 32,000  $ 34,000  $ 30,000  $ 30,000  $ 32,000  $ 36,000 
Cost of goods sold  $ 6,400  $ 6,800  $ 6,000  $ 6,000  $ 6,400  $ 7,200 
Gross alcohol profit  $ 25,600  $ 27,200  $ 24,000  $ 24,000  $ 25,600  $ 28,800 
Merchandise sales  $ 559  $ 542  $ 526  $ 510  $ 500  $ 500 
Cost of goods sold  $ 280  $ 271  $ 263  $ 255  $ 250  $ 250 
Gross merchandise profit  $ 280  $ 271  $ 263  $ 255  $ 250  $ 250 
Total sales  $ 80,559  $ 85,542  $ 75,526  $ 75,510  $ 80,500  $ 90,500 
Total cost of goods sold  $ 22,040  $ 23,391  $ 20,663  $ 20,655  $ 22,010  $ 24,730 
Total gross profit  $ 58,520  $ 62,151  $ 54,863  $ 54,855  $ 58,490  $ 65,770 
Operating expenses (overhead):       
Variable:       
Payroll  $ 21,751  $ 23,096  $ 20,392  $ 20,388  $ 21,735  $ 24,435 
Payroll taxes  $ 2,610  $ 2,772  $ 2,447  $ 2,447  $ 2,608  $ 2,932 
Incentives  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000 
Advertising  $ 1,611  $ 1,711  $ 1,511  $ 1,510  $ 1,610  $ 1,810 
Legal  $ 17  $ 17  $ 17  $ 17  $ 17  $ 17 
Accounting  $ 806  $ 855  $ 755  $ 755  $ 805  $ 905 
Electric  $ 2,467  $ 2,616  $ 2,316  $ 2,315  $ 2,465  $ 2,765 
Telephone  $ 25  $ 25  $ 25  $ 25  $ 25  $ 25 
Repair & maintenance  $ 1,611  $ 1,711  $ 1,511  $ 1,510  $ 1,610  $ 1,810 
Gas  $ 71  $ 71  $ 71  $ 71  $ 71  $ 71 
Supplies  $ 806  $ 855  $ 755  $ 755  $ 805  $ 905 
Total variable expenses  $ 32,774  $ 34,729  $ 30,799  $ 30,793  $ 32,751  $ 36,675 
Fixed:       
Officer's salaries  NA  NA  NA  NA  NA  NA 
Officer's payroll taxes  NA  NA  NA  NA  NA  NA 
Insurance  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167 
Loan payment  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597 
Investor payment  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702 
Interest  $ 500  $ 500  $ 500  $ 500  $ 500  $ 500 
Depreciation  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500 
Licenses & permits  $ 231  $ 231  $ 231  $ 231  $ 231  $ 231 
Total fixed expenses  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697 
Total opearating expenses  $ 48,471  $ 50,426  $ 46,496  $ 46,489  $ 48,447  $ 52,371 
Net income before taxes  $ 10,049  $ 11,725  $ 8,367  $ 8,366  $ 10,043  $ 13,399 
Assumption:       
(1) Change in food and alcohol sales is based on Trailhead sales     
(2) Assumes 60:40 food to alcohol ratio       

Projected sales detail

 May  June  July  August  September  October 
Year 1       
Projected sales  Month 1  Month 2  Month 3  Month 4  Month 5  Month 6 
Food  $ 7,500  $ 11,250  $ 15,000  $ 19,500  $ 21,000  $ 22,500 
Alcohol  $ 5,000  $ 7,500  $ 10,000  $ 13,000  $ 14,000  $ 15,000 
Merchandise  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Revenue  $ 12,500  $ 18,750  $ 25,000  $ 32,500  $ 35,000  $ 37,500 
Year 2       
Projected sales  Month 13  Month 14  Month 15  Month 16  Month 17  Month 18 
Food  $ 39,000  $ 39,000  $ 42,000  $ 45,000  $ 40,500  $ 42,000 
Alcohol  $ 26,000  $ 26,000  $ 28,000  $ 30,000  $ 27,000  $ 28,000 
Merchandise  $ 500  $ 515  $ 530  $ 546  $ 563  $ 580 
Revenue  $ 65,500  $ 65,515  $ 70,530  $ 75,546  $ 68,063  $ 70,580 
Year 3       
Projected sales  Month 25  Month 26  Month 27  Month 28  Month 29  Month 30 
Food  $ 48,000  $ 48,000  $ 51,000  $ 54,000  $ 49,500  $ 51,000 
Alcohol  $ 32,000  $ 32,000  $ 34,000  $ 36,000  $ 33,000  $ 34,000 
Merchandise  $ 671  $ 651  $ 632  $ 613  $ 594  $ 577 
Revenue  $ 80,671  $ 80,651  $ 85,632  $ 90,613  $ 83,094  $ 85,577 

 November  December  January  February  March  April  Total 
Year 1        
Projected sales  Month 7  Month 8  Month 9  Month 10  Month 11  Month 12  Total 
Food  $ 24,000  $ 25,500  $ 27,000  $ 28,500  $ 31,500  $ 34,500  $ 267,750 
Alcohol  $ 16,000  $ 17,000  $ 18,000  $ 19,000  $ 21,000  $ 23,000  $ 178,500 
Merchandise  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Revenue  $ 40,000  $ 42,500  $ 45,000  $ 47,500  $ 52,500  $ 57,500  $ 446,250 
Year 2        
Projected sales  Month 19  Month 20  Month 21  Month 22  Month 23  Month 24  Total 
Food  $ 39,000  $ 42,000  $ 34,500  $ 34,500  $ 37,500  $ 42,000  $ 477,000 
Alcohol  $ 26,000  $ 28,000  $ 23,000  $ 23,000  $ 25,000  $ 28,000  $ 318,000 
Merchandise  $ 597  $ 615  $ 633  $ 652  $ 672  $ 692  $ 7,096 
Revenue  $ 65,597  $ 70,615  $ 58,133  $ 58,152  $ 63,172  $ 70,692  $ 802,096 
Year 3        
Projected sales  Month 31  Month 32  Month 33  Month 34  Month 35  Month 36  Total 
Food  $ 48,000  $ 51,000  $ 45,000  $ 45,000  $ 48,000  $ 54,000  $ 592,500 
Alcohol  $ 32,000  $ 34,000  $ 30,000  $ 30,000  $ 32,000  $ 36,000  $ 395,000 
Merchandise  $ 559  $ 542  $ 526  $ 510  $ 500  $ 500  $ 6,876 
Revenue  $ 80,559  $ 85,542  $ 75,526  $ 75,510  $ 80,500  $ 90,500  $ 994,376 
Assumption:        
(1) Change in food and alcohol sales is based on Trailhead sales     
(2) Assumes 60:40 food to alcohol ratio      

Break-even forecasted annual income statement

 Year 1  Year 2  Year 3  Assumptions 
Food sales  $ 361,698  $ 360,333  $ 360,375  Data from Typical Bar & Restaurant according to Holder Group 
Cost of goods sold  $ 115,743  $ 115,307  $ 115,320  32% of food sales 
Gross food profit  $ 245,955  $ 245,026  $ 245,055  
Alcohol sales  $ 241,132  $ 240,222  $ 240,250  60:40 Ratio of Food to Alcohol (from Saint Louis brewpubs) 
Cost of goods sold  $ 48,226  $ 48,044  $ 48,050  20% of alcohol sales (percentage from US Foods) 
Gross alcohol profit  $ 192,906  $ 192,178  $ 192,200  
Merchandise sales  $ 0  $ 7,096  $ 6,876  
Cost of goods sold  $ 0  $ 3,548  $ 3,438  50% of merchandise sales 
Gross merchandise profit  $ 0  $ 3,548  $ 3,438  
Total sales  $ 602,830  $ 607,651  $ 607,501  
Total cost of goods sold  $ 163,970  $ 166,899  $ 166,808  
Total gross profit  $ 438,860  $ 440,752  $ 440,693  
Operating expenses (overhead):     
Variable:     
Payroll  $ 162,764  $ 164,066  $ 164,025  27% of total sales 
Payroll taxes  $ 19,532  $ 19,688  $ 19,683  12% of payroll 
Incentives  $ 12,000  $ 12,000  $ 12,000  $ 1,000 average monthly incentives to employees 
Advertising  $ 12,057  $ 12,153  $ 12,150  2% of total sales 
Legal  $ 200  $ 200  $ 200  
Accounting  $ 6,028  $ 6,077  $ 6,075  1% of total sales 
Electric  $ 18,685  $ 18,830  $ 18,825  3% of total sales $600 for Brewing System Power (www.jvnw.com) 
Telephone  $ 300  $ 300  $ 300  
Repair & maintenance  $ 12,057  $ 12,153  $ 12,150  2% of total sales 
Gas  $ 850  $ 850  $ 850  
Supplies  $ 6,028  $ 6,077  $ 6,075  1% of total sales 
Total variable expenses  $ 250,500  $ 252,392  $ 252,333  
Fixed:     
Officer's salaries  NA  NA  NA  
Officer's payroll taxes  NA  NA  NA  
Insurance  $ 14,000  $ 14,000  $ 14,000  
Loan payment  $ 103,164  $ 103,164  $ 103,164  $ 1,120,000 Loan; 6%; 20 years 
Investor payment  $ 32,424  $ 32,424  $ 32,424  $ 280,000 Investment; 10%; 20 years 
Interest  $ 6,000  $ 6,000  $ 6,000  
Depreciation  $ 30,000  $ 30,000  $ 30,000  $ 600,000 in equipment; Straight Line; 20 years 
Licenses & permits  $ 2,772  $ 2,772  $ 2,772  
Total fixed expenses  $ 188,360  $ 188,360  $ 188,360  
Total variable expenses  $ 250,500  $ 252,392  $ 252,333  
Total expenses  $ 438,860  $ 440,752  $ 440,693  
Net income before taxes  $ 0  $ 0  $ 0  

Forecasted year 1 break even income statement

 Month 1  Month 2  Month 3  Month 4  Month 5  Month 6 
Food sales  $ 30,142  $ 30,142  $ 30,142  $ 30,142  $ 30,142  $ 30,142 
Cost of goods sold  $ 9,645  $ 9,645  $ 9,645  $ 9,645  $ 9,645  $ 9,645 
Gross food profit  $ 20,496  $ 20,496  $ 20,496  $ 20,496  $ 20,496  $ 20,496 
Alcohol sales  $ 20,094  $ 20,094  $ 20,094  $ 20,094  $ 20,094  $ 20,094 
Cost of goods sold  $ 4,019  $ 4,019  $ 4,019  $ 4,019  $ 4,019  $ 4,019 
Gross alcohol profit  $ 16,075  $ 16,075  $ 16,075  $ 16,075  $ 16,075  $ 16,075 
Merchandise sales  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Cost of goods sold  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Gross merchandise profit  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Total sales  $ 50,236  $ 50,236  $ 50,236  $ 50,236  $ 50,236  $ 50,236 
Total cost of goods sold  $ 13,664  $ 13,664  $ 13,664  $ 13,664  $ 13,664  $ 13,664 
Total gross profit  $ 36,572  $ 36,572  $ 36,572  $ 36,572  $ 36,572  $ 36,572 
Operating expenses (overhead):       
Variable:       
Payroll  $ 13,564  $ 13,564  $ 13,564  $ 13,564  $ 13,564  $ 13,564 
Payroll taxes  $ 1,628  $ 1,628  $ 1,628  $ 1,628  $ 1,628  $ 1,628 
Incentives  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000 
Advertising  $ 1,005  $ 1,005  $ 1,005  $ 1,005  $ 1,005  $ 1,005 
Legal  $ 17  $ 17  $ 17  $ 17  $ 17  $ 17 
Accounting  $ 502  $ 502  $ 502  $ 502  $ 502  $ 502 
Electric  $ 1,557  $ 1,557  $ 1,557  $ 1,557  $ 1,557  $ 1,557 
Telephone  $ 25  $ 25  $ 25  $ 25  $ 25  $ 25 
Repair & maintenance  $ 1,005  $ 1,005  $ 1,005  $ 1,005  $ 1,005  $ 1,005 
Gas  $ 71  $ 71  $ 71  $ 71  $ 71  $ 71 
Supplies  $ 502  $ 502  $ 502  $ 502  $ 502  $ 502 
Total variable expenses  $ 20,875  $ 20,875  $ 20,875  $ 20,875  $ 20,875  $ 20,875 
Fixed:       
Officer's salaries  NA  NA  NA  NA  NA  NA 
Officer's payroll taxes  NA  NA  NA  NA  NA  NA 
Insurance  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167 
Loan payment  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597 
Investor payment  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702 
Interest  $ 500  $ 500  $ 500  $ 500  $ 500  $ 500 
Depreciation  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500 
Licenses & permits  $ 231  $ 231  $ 231  $ 231  $ 231  $ 231 
Total fixed expenses  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697 
Total opearating expenses  $ 36,572  $ 36,572  $ 36,572  $ 36,572  $ 36,572  $ 36,572 
Net income before taxes  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 

 Month 7  Month 8  Month 9  Month 10  Month 11  Month 12 
Food sales  $ 30,142  $ 30,142  $ 30,142  $ 30,142  $ 30,142  $ 30,142 
Cost of goods sold  $ 9,645  $ 9,645  $ 9,645  $ 9,645  $ 9,645  $ 9,645 
Gross food profit  $ 20,496  $ 20,496  $ 20,496  $ 20,496  $ 20,496  $ 20,496 
Alcohol sales  $ 20,094  $ 20,094  $ 20,094  $ 20,094  $ 20,094  $ 20,094 
Cost of goods sold  $ 4,019  $ 4,019  $ 4,019  $ 4,019  $ 4,019  $ 4,019 
Gross alcohol profit  $ 16,075  $ 16,075  $ 16,075  $ 16,075  $ 16,075  $ 16,075 
Merchandise sales  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Cost of goods sold  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Gross merchandise profit  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Total sales  $ 50,236  $ 50,236  $ 50,236  $ 50,236  $ 50,236  $ 50,236 
Total cost of goods sold  $ 13,664  $ 13,664  $ 13,664  $ 13,664  $ 13,664  $ 13,664 
Total gross profit  $ 36,572  $ 36,572  $ 36,572  $ 36,572  $ 36,572  $ 36,572 
Operating expenses (overhead):       
Variable:       
Payroll  $ 13,564  $ 13,564  $ 13,564  $ 13,564  $ 13,564  $ 13,564 
Payroll taxes  $ 1,628  $ 1,628  $ 1,628  $ 1,628  $ 1,628  $ 1,628 
Incentives  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000 
Advertising  $ 1,005  $ 1,005  $ 1,005  $ 1,005  $ 1,005  $ 1,005 
Legal  $ 17  $ 17  $ 17  $ 17  $ 17  $ 17 
Accounting  $ 502  $ 502  $ 502  $ 502  $ 502  $ 502 
Electric  $ 1,557  $ 1,557  $ 1,557  $ 1,557  $ 1,557  $ 1,557 
Telephone  $ 25  $ 25  $ 25  $ 25  $ 25  $ 25 
Repair & maintenance  $ 1,005  $ 1,005  $ 1,005  $ 1,005  $ 1,005  $ 1,005 
Gas  $ 71  $ 71  $ 71  $ 71  $ 71  $ 71 
Supplies  $ 502  $ 502  $ 502  $ 502  $ 502  $ 502 
Total variable expenses  $ 20,875  $ 20,875  $ 20,875  $ 20,875  $ 20,875  $ 20,875 
Fixed:       
Officer's salaries  NA  NA  NA  NA  NA  NA 
Officer's payroll taxes  NA  NA  NA  NA  NA  NA 
Insurance  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167 
Loan payment  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597 
Investor payment  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702 
Interest  $ 500  $ 500  $ 500  $ 500  $ 500  $ 500 
Depreciation  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500 
Licenses & permits  $ 231  $ 231  $ 231  $ 231  $ 231  $ 231 
Total fixed expenses  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697 
Total opearating expenses  $ 36,572  $ 36,572  $ 36,572  $ 36,572  $ 36,572  $ 36,572 
Net income before taxes  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 

Forecasted year 2 break even income statement

 Month 1  Month 2  Month 3  Month 4  Month 5  Month 6 
Food sales  $ 30,028  $ 30,028  $ 30,028  $ 30,028  $ 30,028  $ 30,028 
Cost of goods sold  $ 9,609  $ 9,609  $ 9,609  $ 9,609  $ 9,609  $ 9,609 
Gross food profit  $ 20,496  $ 20,496  $ 20,496  $ 20,496  $ 20,496  $ 20,496 
Alcohol sales  $ 20,019  $ 20,019  $ 20,019  $ 20,019  $ 20,019  $ 20,019 
Cost of goods sold  $ 4,004  $ 4,004  $ 4,004  $ 4,004  $ 4,004  $ 4,004 
Gross alcohol profit  $ 16,015  $ 16,015  $ 16,015  $ 16,015  $ 16,015  $ 16,015 
Merchandise sales  $ 591  $ 591  $ 591  $ 591  $ 591  $ 591 
Cost of goods sold  $ 296  $ 296  $ 296  $ 296  $ 296  $ 296 
Gross merchandise profit  $ 296  $ 296  $ 296  $ 296  $ 296  $ 296 
Total sales  $ 50,638  $ 50,638  $ 50,638  $ 50,638  $ 50,638  $ 50,638 
Total cost of goods sold  $ 13,908  $ 13,908  $ 13,908  $ 13,908  $ 13,908  $ 13,908 
Total gross profit  $ 36,729  $ 36,729  $ 36,729  $ 36,729  $ 36,729  $ 36,729 
Operating expenses (overhead):       
Variable:       
Payroll  $ 13,672  $ 13,672  $ 13,672  $ 13,672  $ 13,672  $ 13,672 
Payroll taxes  $ 1,641  $ 1,641  $ 1,641  $ 1,641  $ 1,641  $ 1,641 
Incentives  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000 
Advertising  $ 1,013  $ 1,013  $ 1,013  $ 1,013  $ 1,013  $ 1,013 
Legal  $ 17  $ 17  $ 17  $ 17  $ 17  $ 17 
Accounting  $ 506  $ 506  $ 506  $ 506  $ 506  $ 506 
Electric  $ 1,569  $ 1,569  $ 1,569  $ 1,569  $ 1,569  $ 1,569 
Telephone  $ 25  $ 25  $ 25  $ 25  $ 25  $ 25 
Repair & maintenance  $ 1,013  $ 1,013  $ 1,013  $ 1,013  $ 1,013  $ 1,013 
Gas  $ 71  $ 71  $ 71  $ 71  $ 71  $ 71 
Supplies  $ 506  $ 506  $ 506  $ 506  $ 506  $ 506 
Total variable expenses  $ 21,033  $ 21,033  $ 21,033  $ 21,033  $ 21,033  $ 21,033 
Fixed:       
Officer's salaries  NA  NA  NA  NA  NA  NA 
Officer's payroll taxes  NA  NA  NA  NA  NA  NA 
Insurance  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167 
Loan payment  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597 
Investor payment  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702 
Interest  $ 500  $ 500  $ 500  $ 500  $ 500  $ 500 
Depreciation  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500 
Licenses & permits  $ 231  $ 231  $ 231  $ 231  $ 231  $ 231 
Total fixed expenses  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697 
Total opearating expenses  $ 36,729  $ 36,729  $ 36,729  $ 36,729  $ 36,729  $ 36,729 
Net income before taxes  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 

 Month 7  Month 8  Month 9  Month 10  Month 11  Month 12 
Food sales  $ 30,028  $ 30,028  $ 30,028  $ 30,028  $ 30,028  $ 30,028 
Cost of goods sold  $ 9,609  $ 9,609  $ 9,609  $ 9,609  $ 9,609  $ 9,609 
Gross food profit  $ 20,496  $ 20,496  $ 20,496  $ 20,496  $ 20,496  $ 20,496 
Alcohol sales  $ 20,019  $ 20,019  $ 20,019  $ 20,019  $ 20,019  $ 20,019 
Cost of goods sold  $ 4,004  $ 4,004  $ 4,004  $ 4,004  $ 4,004  $ 4,004 
Gross alcohol profit  $ 16,015  $ 16,015  $ 16,015  $ 16,015  $ 16,015  $ 16,015 
Merchandise sales  $ 591  $ 591  $ 591  $ 591  $ 591  $ 591 
Cost of goods sold  $ 296  $ 296  $ 296  $ 296  $ 296  $ 296 
Gross merchandise profit  $ 296  $ 296  $ 296  $ 296  $ 296  $ 296 
Total sales  $ 50,638  $ 50,638  $ 50,638  $ 50,638  $ 50,638  $ 50,638 
Total cost of goods sold  $ 13,908  $ 13,908  $ 13,908  $ 13,908  $ 13,908  $ 13,908 
Total gross profit  $ 36,729  $ 36,729  $ 36,729  $ 36,729  $ 36,729  $ 36,729 
Operating expenses (overhead):       
Variable:       
Payroll  $ 13,672  $ 13,672  $ 13,672  $ 13,672  $ 13,672  $ 13,672 
Payroll taxes  $ 1,641  $ 1,641  $ 1,641  $ 1,641  $ 1,641  $ 1,641 
Incentives  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000 
Advertising  $ 1,013  $ 1,013  $ 1,013  $ 1,013  $ 1,013  $ 1,013 
Legal  $ 17  $ 17  $ 17  $ 17  $ 17  $ 17 
Accounting  $ 506  $ 506  $ 506  $ 506  $ 506  $ 506 
Electric  $ 1,569  $ 1,569  $ 1,569  $ 1,569  $ 1,569  $ 1,569 
Telephone  $ 25  $ 25  $ 25  $ 25  $ 25  $ 25 
Repair & maintenance  $ 1,013  $ 1,013  $ 1,013  $ 1,013  $ 1,013  $ 1,013 
Gas  $ 71  $ 71  $ 71  $ 71  $ 71  $ 71 
Supplies  $ 506  $ 506  $ 506  $ 506  $ 506  $ 506 
Total variable expenses  $ 21,033  $ 21,033  $ 21,033  $ 21,033  $ 21,033  $ 21,033 
Fixed:       
Officer's salaries  NA  NA  NA  NA  NA  NA 
Officer's payroll taxes  NA  NA  NA  NA  NA  NA 
Insurance  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167 
Loan payment  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597 
Investor payment  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702 
Interest  $ 500  $ 500  $ 500  $ 500  $ 500  $ 500 
Depreciation  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500 
Licenses & permits  $ 231  $ 231  $ 231  $ 231  $ 231  $ 231 
Total fixed expenses  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697 
Total opearating expenses  $ 36,729  $ 36,729  $ 36,729  $ 36,729  $ 36,729  $ 36,729 
Net income before taxes  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 

Forecasted year 3 break even income statement

 Month 1  Month 2  Month 3  Month 4  Month 5  Month 6 
Food sales  $ 30,031  $ 30,031  $ 30,031  $ 30,031  $ 30,031  $ 30,031 
Cost of goods sold  $ 9,610  $ 9,610  $ 9,610  $ 9,610  $ 9,610  $ 9,610 
Gross food profit  $ 20,421  $ 20,421  $ 20,421  $ 20,421  $ 20,421  $ 20,421 
Alcohol sales  $ 20,021  $ 20,021  $ 20,021  $ 20,021  $ 20,021  $ 20,021 
Cost of goods sold  $ 4,004  $ 4,004  $ 4,004  $ 4,004  $ 4,004  $ 4,004 
Gross alcohol profit  $ 16,017  $ 16,017  $ 16,017  $ 16,017  $ 16,017  $ 16,017 
Merchandise sales  $ 573  $ 573  $ 573  $ 573  $ 573  $ 573 
Cost of goods sold  $ 287  $ 287  $ 287  $ 287  $ 287  $ 287 
Gross merchandise profit  $ 287  $ 287  $ 287  $ 287  $ 287  $ 287 
Total sales  $ 50,625  $ 50,625  $ 50,625  $ 50,625  $ 50,625  $ 50,625 
Total cost of goods sold  $ 13,901  $ 13,901  $ 13,901  $ 13,901  $ 13,901  $ 13,901 
Total gross profit  $ 36,724  $ 36,724  $ 36,724  $ 36,724  $ 36,724  $ 36,724 
Operating expenses (overhead):       
Variable:       
Payroll  $ 13,669  $ 13,669  $ 13,669  $ 13,669  $ 13,669  $ 13,669 
Payroll taxes  $ 1,640  $ 1,640  $ 1,640  $ 1,640  $ 1,640  $ 1,640 
Incentives  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000 
Advertising  $ 1,013  $ 1,013  $ 1,013  $ 1,013  $ 1,013  $ 1,013 
Legal  $ 17  $ 17  $ 17  $ 17  $ 17  $ 17 
Accounting  $ 506  $ 506  $ 506  $ 506  $ 506  $ 506 
Electric  $ 1,569  $ 1,569  $ 1,569  $ 1,569  $ 1,569  $ 1,569 
Telephone  $ 25  $ 25  $ 25  $ 25  $ 25  $ 25 
Repair & maintenance  $ 1,013  $ 1,013  $ 1,013  $ 1,013  $ 1,013  $ 1,013 
Gas  $ 71  $ 71  $ 71  $ 71  $ 71  $ 71 
Supplies  $ 506  $ 506  $ 506  $ 506  $ 506  $ 506 
Total variable expenses  $ 21,028  $ 21,028  $ 21,028  $ 21,028  $ 21,028  $ 21,028 
Fixed:       
Officer's salaries  NA  NA  NA  NA  NA  NA 
Officer's payroll taxes  NA  NA  NA  NA  NA  NA 
Insurance  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167 
Loan payment  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597 
Investor payment  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702 
Interest  $ 500  $ 500  $ 500  $ 500  $ 500  $ 500 
Depreciation  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500 
Licenses & permits  $ 231  $ 231  $ 231  $ 231  $ 231  $ 231 
Total fixed expenses  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697 
Total opearating expenses  $ 36,724  $ 36,724  $ 36,724  $ 36,724  $ 36,724  $ 36,724 
Net income before taxes  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 

 Month 7  Month 8  Month 9  Month 10  Month 11  Month 12 
Food sales  $ 30,031  $ 30,031  $ 30,031  $ 30,031  $ 30,031  $ 30,031 
Cost of goods sold  $ 9,610  $ 9,610  $ 9,610  $ 9,610  $ 9,610  $ 9,610 
Gross food profit  $ 20,421  $ 20,421  $ 20,421  $ 20,421  $ 20,421  $ 20,421 
Alcohol sales  $ 20,021  $ 20,021  $ 20,021  $ 20,021  $ 20,021  $ 20,021 
Cost of goods sold  $ 4,004  $ 4,004  $ 4,004  $ 4,004  $ 4,004  $ 4,004 
Gross alcohol profit  $ 16,017  $ 16,017  $ 16,017  $ 16,017  $ 16,017  $ 16,017 
Merchandise sales  $ 573  $ 573  $ 573  $ 573  $ 573  $ 573 
Cost of goods sold  $ 287  $ 287  $ 287  $ 287  $ 287  $ 287 
Gross merchandise profit  $ 287  $ 287  $ 287  $ 287  $ 287  $ 287 
Total sales  $ 50,625  $ 50,625  $ 50,625  $ 50,625  $ 50,625  $ 50,625 
Total cost of goods sold  $ 13,901  $ 13,901  $ 13,901  $ 13,901  $ 13,901  $ 13,901 
Total gross profit  $ 36,724  $ 36,724  $ 36,724  $ 36,724  $ 36,724  $ 36,724 
Operating expenses (overhead):       
Variable:       
Payroll  $ 13,669  $ 13,669  $ 13,669  $ 13,669  $ 13,669  $ 13,669 
Payroll taxes  $ 1,640  $ 1,640  $ 1,640  $ 1,640  $ 1,640  $ 1,640 
Incentives  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000  $ 1,000 
Advertising  $ 1,013  $ 1,013  $ 1,013  $ 1,013  $ 1,013  $ 1,013 
Legal  $ 17  $ 17  $ 17  $ 17  $ 17  $ 17 
Accounting  $ 506  $ 506  $ 506  $ 506  $ 506  $ 506 
Electric  $ 1,569  $ 1,569  $ 1,569  $ 1,569  $ 1,569  $ 1,569 
Telephone  $ 25  $ 25  $ 25  $ 25  $ 25  $ 25 
Repair & maintenance  $ 1,013  $ 1,013  $ 1,013  $ 1,013  $ 1,013  $ 1,013 
Gas  $ 71  $ 71  $ 71  $ 71  $ 71  $ 71 
Supplies  $ 506  $ 506  $ 506  $ 506  $ 506  $ 506 
Total variable expenses  $ 21,028  $ 21,028  $ 21,028  $ 21,028  $ 21,028  $ 21,028 
Fixed:       
Officer's salaries  NA  NA  NA  NA  NA  NA 
Officer's payroll taxes  NA  NA  NA  NA  NA  NA 
Insurance  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167  $ 1,167 
Loan payment  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597  $ 8,597 
Investor payment  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702  $ 2,702 
Interest  $ 500  $ 500  $ 500  $ 500  $ 500  $ 500 
Depreciation  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500  $ 2,500 
Licenses & permits  $ 231  $ 231  $ 231  $ 231  $ 231  $ 231 
Total fixed expenses  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697  $ 15,697 
Total opearating expenses  $ 36,724  $ 36,724  $ 36,724  $ 36,724  $ 36,724  $ 36,724 
Net income before taxes  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 

Break even projected sales detailed

 May  June  July  August  September  October 
Year 1       
Projected sales  Month 1  Month 2  Month 3  Month 4  Month 5  Month 6 
Food  $ 30,142  $ 30,142  $ 30,142  $ 30,142  $ 30,142  $ 30,142 
Alcohol  $ 20,094  $ 20,094  $ 20,094  $ 20,094  $ 20,094  $ 20,094 
Merchandise  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Revenue  $ 50,236  $ 50,236  $ 50,236  $ 50,236  $ 50,236  $ 50,236 
Year 2       
Projected sales  Month 13  Month 14  Month 15  Month 16  Month 17  Month 18 
Food  $ 30,028  $ 30,028  $ 30,028  $ 30,028  $ 30,028  $ 30,028 
Alcohol  $ 20,019  $ 20,019  $ 20,019  $ 20,019  $ 20,019  $ 20,019 
Merchandise  $ 591  $ 591  $ 591  $ 591  $ 591  $ 591 
Revenue  $ 50,638  $ 50,638  $ 50,638  $ 50,638  $ 50,638  $ 50,638 
Year 3       
Projected sales  Month 25  Month 26  Month 27  Month 28  Month 29  Month 30 
Food  $ 30,031  $ 30,031  $ 30,031  $ 30,031  $ 30,031  $ 30,031 
Alcohol  $ 20,021  $ 20,021  $ 20,021  $ 20,021  $ 20,021  $ 20,021 
Merchandise  $ 573  $ 573  $ 573  $ 573  $ 573  $ 573 
Revenue  $ 50,625  $ 50,625  $ 50,625  $ 50,625  $ 50,625  $ 50,625 

 November  December  January  February  March  April  Total 
Year 1        
Projected sales  Month 7  Month 8  Month 9  Month 10  Month 11  Month 12  Total 
Food  $ 30,142  $ 30,142  $ 30,142  $ 30,142  $ 30,142  $ 30,142  $ 361,698 
Alcohol  $ 20,094  $ 20,094  $ 20,094  $ 20,094  $ 20,094  $ 20,094  $ 241,132 
Merchandise  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Revenue  $ 50,236  $ 50,236  $ 50,236  $ 50,236  $ 50,236  $ 50,236  $ 602,830 
Year 2        
Projected sales  Month 19  Month 20  Month 21  Month 22  Month 23  Month 24  Total 
Food  $ 30,028  $ 30,028  $ 30,028  $ 30,028  $ 30,028  $ 30,028  $ 360,333 
Alcohol  $ 20,019  $ 20,019  $ 20,019  $ 20,019  $ 20,019  $ 20,019  $ 240,222 
Merchandise  $ 591  $ 591  $ 591  $ 591  $ 591  $ 591  $ 7,096 
Revenue  $ 50,638  $ 50,638  $ 50,638  $ 50,638  $ 50,638  $ 50,638  $ 607,651 
Year 3        
Projected sales  Month 31  Month 32  Month 33  Month 34  Month 35  Month 36  Total 
Food  $ 30,031  $ 30,031  $ 30,031  $ 30,031  $ 30,031  $ 30,031  $ 360,375 
Alcohol  $ 20,021  $ 20,021  $ 20,021  $ 20,021  $ 20,021  $ 20,021  $ 240,250 
Merchandise  $ 573  $ 573  $ 573  $ 573  $ 573  $ 573  $ 6,876 
Revenue  $ 50,625  $ 50,625  $ 50,625  $ 50,625  $ 50,625  $ 50,625  $ 607,501 

Forecasted cash flow start-up operations

 Prior to month -3  Month -3  Month -2  Month -1  Month 0  Total 
Net income before taxes (without COGS)  ($ 5,576)  ($ 9,150)  ($ 9,150)  ($ 9,150)  ($ 30,397)  ($ 63,423) 
Change in working capital accounts       
Current assets       
    Cash/accounts receivable:  $ 1,400,000  $ 0  $ 0  $ 0  $ 0  $ 1,400,000 
        Bank loan  $ 1,120,000  $ 0  $ 0  $ 0  $ 0  $ 1,120,000 
        Capital equity  $ 280,000  $ 0  $ 0  $ 0  $ 0  $ 280,000 
Current liablilities       
    Accounts payable:  $ 0  $ 1,219,400  $ 0  $ 0  $ 20,000  $ 1,239,400 
        Building & real estate  $ 0  $ 500,000  $ 0  $ 0  $ 0  $ 500,000 
        Brew system  $ 0  $ 417,000  $ 0  $ 0  $ 0  $ 417,000 
        Equipment/furniture  $ 0  $ 100,000  $ 0  $ 0  $ 0  $ 100,000 
        Build-out  $ 0  $ 182,400  $ 0  $ 0  $ 0  $ 182,400 
        Inventory  $ 0  $ 0  $ 0  $ 0  $ 20,000  $ 20,000 
        Other fees  $ 0  $ 20,000  $ 0  $ 0  $ 0  $ 20,000 
Total changes in current accounts  $ 1,400,000  ($ 1,219,400)  $ 0  $ 0  ($ 20,000)  $ 160,600 
Net operating cash flows  $ 1,394,424  ($ 1,228,550)  ($ 9,150)  ($ 9,150)  ($ 50,397)  $ 97,177 
Beginning cash balance  $ 1,400,000  $ 1,394,424  $ 165,874  $ 156,724  $ 147,574  $ 1,400,000 
Ending cash balance  $ 1,394,424  $ 165,874  $ 156,724  $ 147,574  $ 97,177  $ 97,177 

Year 1 forecasted cash flow statement

 Month 1  Month 2  Month 3  Month 4  Month 5  Month 6 
Net income before taxes  ($ 9,264)  ($ 5,467)  ($ 1,669)  $ 2,888  $ 4,407  $ 5,926 
Change in working capital accounts       
Current assets       
    Cash/accounts receivable  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Current liablilities       
    Accounts payable  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Changes in current accounts  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Net operating cash flows  ($ 9,264)  ($ 5,467)  ($ 1,669)  $ 2,888  $ 4,407  $ 5,926 
Beginning cash balance  $ 97,177  $ 87,913  $ 82,447  $ 80,777  $ 83,665  $ 88,072 
Ending cash balance  $ 87,913  $ 82,447  $ 80,777  $ 83,665  $ 88,072  $ 93,998 

 Month 7  Month 8  Month 9  Month 10  Month 11  Month 12  Total 
Net income before taxes  $ 7,445  $ 8,964  $ 10,483  $ 12,002  $ 15,040  $ 18,078  $ 68,832 
Change in working capital accounts        
Current assets
Cash/accounts receivable  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Current liablilities
Accounts payable  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Changes in current accounts  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Net operating cash flows  $ 7,445  $ 8,964  $ 10,483  $ 12,002  $ 15,040  $ 18,078  $ 166,009 
Beginning cash balance  $ 93,998  $ 101,443  $ 110,407  $ 120,889  $ 132,891  $ 147,931  $ 97,177 
Ending cash balance  $ 101,443  $ 110,407  $ 120,889  $ 132,891  $ 147,931  $ 166,009  $ 166,009 

Year 2 forecasted cash flow statement

 Month 1  Month 2  Month 3  Month 4  Month 5  Month 6 
Net income before taxes  $ 22,939  $ 22,948  $ 25,995  $ 29,043  $ 24,496  $ 26,025 
Change in working capital accounts       
Current assets
Cash/accounts receivable  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Current liablilities
Accounts payable  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Changes in current accounts  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Net operating cash flows  $ 22,939  $ 22,948  $ 25,995  $ 29,043  $ 24,496  $ 26,025 
Beginning cash balance  $ 166,009  $ 188,948  $ 211,895  $ 237,890  $ 266,933  $ 291,429 
Ending cash balance  $ 188,948  $ 211,895  $ 237,890  $ 266,933  $ 291,429  $ 317,454 

 Month 7  Month 8  Month 9  Month 10  Month 11  Month 12  Total 
Net income before taxes  $ 22,998  $ 26,047  $ 18,462  $ 18,474  $ 21,524  $ 26,093  $ 285,043 
Change in working capital accounts        
Current assets
Cash/accounts receivable  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Current liablilities
Accounts payable  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Changes in current accounts  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Net operating cash flows  $ 22,998  $ 26,047  $ 18,462  $ 18,474  $ 21,524  $ 26,093  $ 451,052 
Beginning cash balance  $ 317,454  $ 340,451  $ 366,498  $ 384,960  $ 403,434  $ 424,959  $ 166,009 
Ending cash balance  $ 340,451  $ 366,498  $ 384,960  $ 403,434  $ 424,959  $ 451,052  $ 451,052 

Year 3 forecasted cash flow statement

 Month 1  Month 2  Month 3  Month 4  Month 5  Month 6 
Net income before taxes  $ 32,157  $ 32,144  $ 35,171  $ 38,197  $ 33,629  $ 35,137 
Change in working capital accounts          
Current assets
Cash/accounts receivable  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Current liablilities
Accounts payable  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Changes in current accounts  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Net operating cash flows  $ 32,157  $ 32,144  $ 35,171  $ 38,197  $ 33,629  $ 35,137 
Beginning cash balance  $ 451,052  $ 483,208  $ 515,353  $ 550,524  $ 588,721  $ 622,350 
Ending cash balance  $ 483,208  $ 515,353  $ 550,524  $ 588,721  $ 622,350  $ 657,487 

 Month 7  Month 8  Month 9  Month 10  Month 11  Month 12  Total 
Net income before taxes  $ 32,088  $ 35,116  $ 29,030  $ 29,021  $ 32,053  $ 38,129  $ 401,872 
Change in working capital accounts        
Current assets
Cash/accounts receivable  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Current liablilities
Accounts payable  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Changes in current accounts  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0  $ 0 
Net operating cash flows  $ 32,088  $ 35,116  $ 29,030  $ 29,021  $ 32,053  $ 38,129  $ 852,924 
Beginning cash balance  $ 657,487  $ 689,576  $ 724,692  $ 753,722  $ 782,743  $ 814,795  $ 451,052 
Ending cash balance  $ 689,576  $ 724,692  $ 753,722  $ 782,743  $ 814,795  $ 852,924  $ 852,924 

Balance sheet

 Year 1  Year 2  Year 3 
Year end balance sheet    
Assets    
Cash  $ 166,009  $ 451,052  $ 852,924 
Inventory  $ 20,000  $ 20,000  $ 20,000 
Fixed assets  $ 1,219,400  $ 1,219,400  $ 1,219,400 
Total assets  $ 1,405,409  $ 1,690,452  $ 2,092,324 
Liabilities    
Accounts payable  $ 0  $ 0  $ 0 
Accrued expense  $ 0  $ 0  $ 0 
Owner's equity    
Founder invested capital  $ 280,000  $ 280,000  $ 280,000 
Bank loan  $ 1,120,000  $ 1,120,000  $ 1,120,000 
Retained earnings  $ 5,409  $ 290,452  $ 692,324 
Total liabilities and shareholder's equity  $ 1,405,409  $ 1,690,452  $ 2,092,324 

Read more: http://www.referenceforbusiness.com/business-plans/Business-Plans-Volume-11/Brewpub.html#ixzz2Vfcx1ODR

Marketing

The Brewers Association's Craft Beer Program works hard to share the stories of American craft brewers through media relations and member programs. In addition, the program encourages members to participate in BA efforts that help craft brewers share their story with beer beginners, beer enthusiasts, homebrewers and the media. Please keep these programs and efforts in mind.

All-Year-Long Programs & Projects
•Media Relations – The Craft Beer Program and Brewers Association Division interacts with hundreds of journalists each year. Recent media outlets we’ve communicated with  include: CNN, Culture Magazine, Food & Wine Magazine, FOX News, Men’s Journal Magazine , Martha Stewart Living Radio (Sirius/XM), The Boston Globe, The Food Network, The Los Angeles Times, The Washington Post, U.S. News & World Report, National Public Radio, Wine Enthusiast, Wall Street Journal  and numerous other newspaper, magazine, radio or TV News outlets.
•Press Releases – The Brewers Association sends out multiple press releases each year. Members can tie into these releases by also sending out their own information with a local spin on the national story.
•On-and Off-Premise Sell Sheet – These documents, available for free to BA members, highlight the strength of craft beer sales in the marketplace and are tools which can be used when selling to retailers and restaurants.
•Brewery Member Media List Program – The Brewers Association continues to update the BA Media database which contains thousands of beer, food, wine and business media. An annual version of the database is available to brewery members. Brewery members can apply for this benefit on the Members-Only section of this site.
•Homebrewers gather at a AHA Membership RallyAHA Membership Rallies – These rallies are held at BA member breweries across the US, and have proven to attract both support for the American Homebrewers Association and the local brewery that hosts them.
•AHA Member Deals – Open to BA Member breweries, this program that offers discounts on beer, food and/or merchandise to AHA memberships. This program drives AHA members toward your brewery.

2nd Quarter
•Big Brew Day – Each year on the first Saturday in May, thousands of homebrewers around the world unite to celebrate National Homebrew Day. The same homebrew recipe is brewed and a toast is raised simultaneously at Noon Central Time. Breweries can easily tie into Big Brew by 2009 Declaration of Beer Independencecreating yet another location participating in this national effort.
•American Craft Beer Week – Hosted each May, all 50 states hosted a record number of celebrations during the week. If you are a craft brewer, or serve craft beer, you should plan to participate in this national event. The 2013 celebration will be held May 13-19.
•Photo from 2009, Coveted tickets to SAVOR: an American Craft Beer & Food ExperienceSAVOR: an American Craft Beer & Food Experience – Right out of the gates SAVOR became the premiere beer and food pairing event in the US. In 2012, 74 small and independent craft brewers personally served and paired some of their finest to a sold out crowd. The 2012 SAVOR was held June 8-9.
•AHA National Homebrewers Conference - The AHA conference is a fun, educational gathering designed to enhance homebrewers’ brewing skills and knowledge and increase homebrewing camaraderie. Special seminars and events cater to beer enthusiasts and amateur brewers of every level. BA member breweries participate in events, seminars, sponsorship and advertising and prize donations to the largest beer competition in the world, AHA National Homebrew Competition.

3rd Quarter
•Thirsty attendees await to sample at The Great American Beer FestivalGreat American Beer Festival℠ – More than 100 media representatives attend America’s most prestigious beer festival and competition. The Craft Beer Program organizes a strategic craft beer and food pairing luncheon for media. Public relations efforts from the Craft Beer Program utilizes the festival as a powerful vehicle to help spread the word about craft brewers and the Brewers Association.
•Great American Beer Festival Pro-Am Competition – A crowd favorite at the GABF in which amateur homebrewers compete against each other with award-winning recipes they have produced in collaboration with a professional brewery.

4th Quarter
•A batch is brewing on Teach A Friend To Homebrew DayLearn to Homebrew Day – Each year on the first Saturday in November, homebrewers around the world are encouraged to invite non-brewing and brewing friends and family to celebrate Learn to Homebrew Day and brew a batch of beer together. Breweries can easily leverage the program to generate excitement for your brewery, and at the same time attract interest in the hobby of homebrewing.

INTERNET MARKETING

1. Foursquare

Foursquare is a geolocation application for smartphones where users “check-in” at venues such as a restaurant, bar or arena. Foursquare has 15 million users worldwide; half are in the US. The average user makes about 50 check-ins a year (but that average is including the chunk that signed up and do not use it). After users check-in at a venue, Foursquare notifies their Foursquare friends and other users at the same location. Customers can post tips on a venue’s Foursquare site that gives visitors suggestions about the venue.

Restaurant Opportunities Foursquare enables restaurant owners to offer deals on Foursquare. This is part of the appeal of Foursqaure to users. There are several different varieties of deals but they all involve checking-in. A member of your staff makes sure the customers has checked-in. Some of the deals work to encourage loyalty while others focus on drawing new customers in.

Benefits Foursquare is our first choice because restaurant owners can run a deal over Foursquare for free. After a restaurant owner claims their venue, it is easy to set up a deal (you are allowed two at a time). Foursquare users in your area will see the deal and this will drive traffic to your restaurant. It’s free and if you have any interest in appealing to customers under 35 (the Foursquare demographic), you should a post a deal on Foursquare.

2. Facebook

Facebook is the center of the social media universe. Half of your customers are on it if not more. There is a lot to Facebook, but there are two aspects central to a restaurant marketing. The first is a restaurant’s Facebook Page, a kind of website for businesses on Facebook. You need to create your Facebook Page. If your restaurant has a Facebook Place already, you should claim it and merge it with the Facebook Page. There is no use in making your life difficult. A restaurant owner also should understand the tools that help customers share your restaurant. One of these are the LIKE buttons that appear on websites.

Customer Engagement Your Facebook Page is a place to convey information, represent your brand, and most importantly, engage with customers. If managed correctly, your Facebook Fans can become like a second email list. The difference is that it will be interactive. The interactive component allows for deeper engagement with your current customers. This takes dedication but it pays off as you can access your customers 365 days a year with less risk of irritating them (Facebook News Feeds algorithms are good at anticipating the users interests).

Sharing to Acquire New Customers Another required part of Facebook is sharing. You want customers to share info about your restaurant with their friends, whether it is by a customer liking your restaurant or commenting on it. This is the primary way that you can gain new customers on Facebook (much more challenging than engagement). There are many strategies for doing this. After installing the appropriate tools, it comes down to creating value. Generally, customers find this value in your brand, promotions or online content. People will always share what they find to be interesting or useful.

Facebook Ads Facebook Ads are getting better to, so if you need an extra push, you should look into if they will benefit you. Facebook is good at targeting the right customer and mixing the ad into the user experience.

3. OpenTable

You need an online restaurant reservation tool and OpenTable is the biggest. OpenTable costs money (and can be expensive), but it has become the main online broker for restaurant reservations in the US. Some customers, especially in major markets, have skipped making a phone call or going to a restaurant’s website and go instead directly to OpenTable’s website. This is good and bad.

With more than 20,000 restaurants worldwide, not being on OpenTable could put you at a competitive disadvantage. You miss the customers that go to OpenTable’s website or use their mobile app without doing a general search through Google or Yelp. It’s more of being left out than getting a head start. But the consequences of being left out varies widely for different restaurants. We aren’t opposed to other online reservation tools (in fact, some are better values like Livebookings), but they aren’t nearly as powerful a marketing tool because the reservations primarily go through the restaurant’s website. Also choosing OpenTable is reliant on your website. If you really invested in online marketing, OpenTable becomes less significant.

A Future With More Competition This recommendation comes even though we hope that OpenTable’s competitors will be able to capture part of the market, creating real competition. With more competition, customers will be more likely then to visit the restaurant’s website. Restaurants would therefore gain more control over their marketing destiny. I advocate normally going with OpenTable Connect first where you don’t pay the monthly fee, but pay $2.50 a head when it goes through OpenTable’s website ($.25 from your own).

All About Your Restaurant OpenTable’s marketing importance is related to region, customer demographics and what your competitors are doing. Having online reservation tool is becoming almost obligatory, but there are other restaurant reservation tools that will do this just fine. For example, OpenTable may have different value for a restaurant in Harlem (traditional African American cultural heart of NYC) and a restaurant in the Upper East Side (the priciest residential area of NYC), although they are only a couple miles away from each other. In Brooklyn, there is only 76 restaurants with OpenTable, a small percentage. That’s different than the 1300 in Manhattan. Check out if your competition is using OpenTable (check if they are completely booked and compare that to your restaurant) and see if restaurants on OpenTable are taking business away from you.

The Big Picture

The general trend in online marketing is not an increased emphasis on the tools, but how they are used. A set-it-and-forget-it attitude will be more damaging in the future. More of your competitors are learning the value of online marketing, so just being present won’t do the trick anymore. You will have to invest either your time or money into online marketing to not be left behind.

 
WEBSITES

WEBPAGE

 How much am I paying for the website each month and how much does it cost to change it? We cost $39.95 per month and you can change the site as often as you like for free!
2 Do I have access to reports on what is working for my site? We include analytics along with FREE recommendations about how to drive more customers.
3 I don't understand SEO or Google Page Rank. How can you help me with making the website rank higher? With us, we give you the resources to get your SEO right. You know your business better than anyone, including your target market, pricing strategy and cost base. With our simple process your website will be working in with your business and not against it.
4 Does my website collect email addresses of customers? M4R websites provide multiple ways to collect email addresses. It is the easiest way to market.
5 How does my website handle feedback? Can I publish good feedback? Customers can enter feedback and you can easily publish the great feedback. The bad feedback helps you improve the customer experience, but stays hidden, so it doesn't drive potential customers away.
6 How do I run an Email marketing campaign out of my website? With your new site, it is easy. The database contains all of the emails you have collected and prepares nicely formatted emails. Think of an offer or news item and send it out. It's that easy.
7 Can I use my website to print out material for the business? Your new website will generate a file for you to take to your printer for nicely formatted Feedback cards. We take the hassle out of designing your feedback cards.
8 What does my website look like on an iPhone or other smartphone? Our websites are automatically optimised for smartphones, including iPhones and Android. Relax, your customes can find you when they are on the go.
9 How well is my website going? Are my results any good? You'll soon be able to see how you rank against all of the M4R Community, so you'll know how well you are doing and also what you can do to improve!

10

 
 
How does my website integrate with Social Media.

 
 
Not only is your new website set up for Twitter and Facebook, but we will give you information on best practice social media!

 
 
MISSION STATEMENT

The American Wake Pub and Brewery will consistantly provide the best, and most unique beers possible, using the best quality ingredients from around the world, a prestine brewing process and dispensing and serving our hand-crafted beer with care and pride.

The American Wake Pub and Brewery will consistantly prepare memorable meals that complements our hand-crafted beer.

The American Wake Pub and Brewery will consistantly offer a clean, inviting beer-centric environment conducive to enjoying a memorable dining and social experience.

The American Wake Pub and Brewery will consistantly provide friendly, knowledgeable, and attentive service.

Mission Statement

The American Wake Pub and Brewery is here to serve the perfect pint by providing unique, fresh beer, remarkable food, and a relaxed, fun, and friendly atmosphere while striving to be the dining destination of choice.

All Bar and Party Tools