1

Business Plan





















The Lunch Box, LLC
Bergen, NJ 07621
Gila Greenbaum, Angela Misko, Jena Wood, Jessica Dean & Erica Burdon
Telephone: 201-222-0713
Fax: 201-222-0813
thelunchboxplan@gmail.com
http://www.thelunchboxplan.weebly.com




The information contained in this document is confidential and intended solely for the recipient. Reproduction of, or
forwarding to anyone not directly sent this document is strictly forbidden.


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Table of Contents

I. Executive Summary3
Overview3
Business Potential...4
Marking Strategy..4
Financials.4
Management Team..5
II. General Company Description...5
Mission Statement...5
Objectives.5
Philosophy...6
Target Customers6
Location.....................................................6
Trends........................................................6
SWOT Analysis...........................................6
III. Market Research......................................................7
Statistics....................................................8
Income characteristics................................8
Comparison with Potential Competitors.......9
Economics................................................10
IV. Pricing.....................................................................11
V. Legal Issues........................................................... 11
VI. Inventory/Potential Suppliers................................13
VII. Organizational Chart..............................................16
VIII. Personnel................................................................16
IX. Job Descriptions.................................................... 17
X. Financial Plan..........................................................21
Break Even Analysis...............................21
3-year profit Projection...........................21
XI. Marketing/Advertising Plan....................................22
Floor Plan................................................23
XII. References..............................................................24

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I. Executive Summary

The Lunch Box (TLB) is a door-to-door lunch convenience delivery service, which
provides a nutritionally balanced, wholesome, and yummy lunch delivered fresh daily.
Using our service, parents can simply select the foods they prefer their child/children to
consume. In addition to offering an easy, convenient and nutrition lunch, we are
teaching our families the importance of leading a healthy life. The service is specifically
targeted towards parents and elementary school aged children in Bergen County, NJ.
We provide all supplies necessary to participate in the service. We will promote
community health and wellness, while simultaneously providing excellent customer
service that is timely and reliable, and hospitable.

Research indicates a growing demand for home delivery service of foods, especially
foods that are healthy. In fact, nutritious foods are more popular than commercial fast
food options. In a society where women and men are working full time, and
convenience services are fast becoming a necessity, TLB can provide an invaluable
service to busy parents. Bergen County has the highest population in the state of NJ,
with over 150 private schools, and over 25% of families with an income above 150K.

Our mission is to promote community health and wellness through a nutritionally
balanced, personalized, and sustainable lunch delivery service, with diverse menus
developed by experienced Registered Dietitians (RD). We place high value on our
service, which promotes community health and wellness, while simultaneously providing
excellent customer service that is timely and reliable, and hospitable.

There are not many companies in the NYC/Northern NJ area that provide similar
services as TLB. Additionally, these businesses are only available online, and are
limited geographically due to the nature of the business. To promote our company, and
make us unique, TLB will provide a storefront as well as online services to families in
Bergen County. Currently there are no lunch delivery services in Bergen County, N.J.
Our biggest competitor is the National School Lunch program (NSLP), because schools
participating with the NSLP are capable of offering lunch at a far lower cost to parents.

Overview
Our team is dedicated to the success of The Lunch Box (TLB) and has decided to
reinvest 85% of our profit into months 1 and 2. Our company will be profitable in month
one due to the capital investment from founders. Shown below is the three year
projection for TLB The first year we will spend 25,134.00 in expenses and make a
monthly profit of 35,826.00. Since we decided to reinvest our money each year our
profit, revenue and expenses will grow.




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The Lunch Box Three Year Projection




Business Potential
Our business has the potential to thrive especially in a working world. Families find it
hard enough to pack a lunch never mind make sure it is nutritious. This business will
ensure that children have a nutritious lunch every day. In the future we envision our
business to expand to other towns in New Jersey.

Marketing Strategy
TLB marketing efforts will be directed towards building relationships that will increase
membership of our services. This will be executed by using several techniques and
strategies including but not limited to: full-service website, printed marketing materials,
radio and magazine advertising, branding and logo establishment, press, social media,
blogs and mobile apps, word of mouth, professional and local business affiliations,
partnerships with local business and farmers markets, and special discount offers.

Financials
A complete set of financials is found in this Business Plan.



Management Team
0.00
20,000.00
40,000.00
60,000.00
80,000.00
100,000.00
120,000.00
140,000.00
160,000.00
180,000.00
200,000.00
Revenue Expenses Profit
Year 1
Year 2
Year 3
5

TLB is managed only by individuals with experience and expertise in their fields.
Ownership consists of 5 co-owners who are trained and licensed RDs. Between the 5
owners, responsibilities will be divided into CEO and RD tasks to delegate duties,
ensure efficiency, and prevent micromanagement. All remaining positions including
office and operations manager, executive chef, utility staff, drivers and personnel, front
desk and line cook will be hired based on necessary qualifications, through as joint
hiring process requiring majority consensus to ensure quality is maintained. All
candidates will be screened according to their application and resume. Qualifying
candidates will be interviewed and hired if chosen, pending a background check.

II. General Company Description


The Lunch Box (TLB) is a door-to-door lunch convenience delivery service, which
provides a nutritionally balanced, wholesome, and yummy lunch delivered fresh daily.
We provide all supplies necessary to participate in the service.

Mission Statement
To promote community health and wellness through a nutritionally balanced,
personalized, and sustainable lunch delivery service, with diverse menus developed by
experienced Registered Dietitians (RD).

Company Motto: Right there, in the middle of every school day, lie time and energy already devoted to the
feeding of children. We have the power to turn that daily school lunch from an after thought into a joyous
education, a way of caring for our health, our environment, and our community.* Alice Waters


Goals and Objectives
GOALS OBJECTIVES
- Become a leader in the
door-to-door food
delivery convenience
industry
- After a 12 month period, we will maintain a 60%
satisfaction rate by providing reliable, fresh, and timely
service; percentages will be measured through parent and
child customer surveys, and plate waste observation
- Provide nutrition
education to elementary
school children
- Increase nutrition education by providing daily, age
appropriate nutrition tips or facts accompanying every childs
lunch box; lunch box will also include a plate depicting the
USDA MyPlate divisions to increase knowledge in portions
sizes.
- Be an eco-friendly
business by going
green with our services
- Reduce waste by 20%, in a 12 month period, by providing
sustainable, eco-friendly, reusable lunch bags, coolers and
containers, to all customers upon registration of service.
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- Promote the use of
local ingredients
- Whenever possible, support local businesses by getting
100% of our ingredients from USDA approved local farmers.


Philosophy
What is important to TLB as a business?
We will promote community health and wellness, while simultaneously providing
excellent customer service that is timely and reliable, and hospitable.
What makes us unique?
1. Our RD inspired menus will showcase natural ingredients obtained from local
businesses, to support the local community.
2. We value sustainability, customer satisfaction and high quality products.
3. We promote excellence by encouraging the collective effort and intelligence of trained
team members.
4. We promote the health of our customers and members through healthy eating and
education; our lunches offer balance, variety, and wholesomeness, and we put
nutritional daily facts inside each lunch box to increase nutrition knowledge, as well as
an actual My Plate to teach portion sizes and food groups.
5. We are offering a much needed convenience service for parents in the area. To our
knowledge, there is no existing company in the area offering this unique and practical
service.

Target Population
The service is specifically targeted towards parents and elementary school aged
children in Bergen County, NJ.

Location
Bergen County, NJ, with storefront location and website for signup and ordering.

Trends Affecting Business
1. Growing demand for home delivery service of foods for supermarkets and restaurants
2. Consumers require convenience services in all aspects of life
3. Higher end, nutritious foods are more popular than commercial fast food options
4. Sustainability is becoming well-integrated into corporations
5. An increase in women in the U.S. workforce, making it more difficult for them to
attend to lunch responsibilities

SWOT Analysis
Strengths Weakness
1. Growing trend in food home delivery
service
2. Busy professionals cant get to the
grocery store
3. Popularity of food product delivery
1. Unpredictability: weather, vehicle
breakdowns, school cancelled
2. Price variability in farmers markets
3. Cost
4. Lack of variety or availability of foods
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4. Green company, sustainable, farm to
table philosophy
5. Increased women in workforce, resulting
in less time to make lunches
6. More family time, less prep lunch time
5. Reliance on equipment
6. Food safety risks
7. Food shortages
8. Getting into school systems
9. Affordability to average person
10. Finding commercial kitchen to rent
11. No client base at start-up
Opportunities Threats
1. Room for growth of company: spread
globally, create an App
2. Contracts with schools
3. Send menu preview to customers prior to
month, with nutrition facts labels and
information
4. Create Nutrition education opportunities
in community
5. Ease burden on families. Allow for family
time
6. Franchise possibilities
1. Current school lunch programs
2. Saturation of Online home delivery
services
3. Changes in economy
4. Weather in the New Jersey Area
Winter months (can affect delivery and
sales)
5. Market cap
6. School lunch programs starting
bagged lunch programs

III. Market Research

The market for home delivery of specialized foods has been increasing since 2009 with
a net worth of over $1 billion. In 2012, Bergen country was ranked 39
th
out of 100 for
wealthiest town in United States. With the majority of the population comprised of
families with child, the convenience of having a lunch delivery program would offer
these busy working families some reprieve. Currently, the public schools in Bergen
county offer a small selection of lunch items per day. They do not offer the option for
students to order specific lunch items for the week.

Lunch is very important for elementary school-aged children. Most kids dont get
breakfast or dinner at school and may not have any snacks until they get home, so
lunch is the only meal they have to power them through the day. According to
ChoiceUSA.net, school lunch makes up one third to one half of a childs nutritional
intake for an entire day and is essential for helping children succeed in school as well as
grow and develop successfully and healthfully.

School lunches are often unappetizing and lack nutrition, because they are created from
commodity or surplus foods. There are multiple sources of funding and strict guidelines
that need to be followed, which makes it hard for schools to make changes to the school
lunch programs. More than 30 million children participate in the National School Lunch
Program, and the federal government spends $8.7 billion of our tax dollars each year on
school lunch. Yet what many schools offer students is often not appetizing and only
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marginally nutritious. For example, some foods that qualify as healthy under the USDA
guidelines include foods with trans fats, high fructose corn syrup, and chemicals used
for processing.



Population Statistics
1. Bergen County has the highest population in the State of NJ
2. Total number of families in Bergen County: 235,070
3. Family Households account for 71.1%
4. Households with Persons under 18: 113,056
5. Total 5 to 9 Year Olds: 56,309: 6.2%
6. Total 10 to 14 Year Olds: 60,038: 6.6%

School Statistics
1. Public School Enrollment Grades 1-8: 77,359
2. There are 80 Public School Districts
3. There are 176 private schools (31,645 students)

Income characteristics for families in 2009 CENSUS 2010
1. 28% of families had an income of 150k+
2. Northwest Bergen County (67.3%) and Central Bergen County (43.6%) had the
highest incomes with 100k+

In 2012, Bergen country was ranked 39
th
out of 100 for wealthiest town in United States.
With the majority of the population comprised of families with child, the convenience of
having a lunch delivery program would offer these busy working families some reprieve.
Parents can simply select the foods they prefer their child/children to consume. As
always, parents expect the best for their children and we would offer the best lunch
options available. By offering home delivered lunch, we are giving the parent/child the
power to make their own lunch selections. Currently, the public schools in Bergen
County offer a small selection of lunch items per day. They do not offer the option for
students to order specific lunch items for the week. At the Lunch Box, we will allow
parents and student this option. In addition to offering an easy, convenient and nutrition
lunch, we are teaching our families the importance of leading a healthy life. In each
lunch we will provide health and wellness tips. Our ability to personalize each lunch is
unique to our company.


Our company stands by our mission. We are not restricted by the USDA national
school lunch requirements. More than 30 million children participate in the National
School Lunch Program, and the federal government spends $8.7 billion of our tax
dollars each year on school lunch. Yet what most schools offer students is often not
appetizing and only marginally nutritious. (1)


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We will meet and exceed the needs of each and every childs nutrition need based on
the child not the USDA standards. We feel that government standards are broad. The
USDA guidelines, depending on the age, allow children to consume from 664-825
calories a day and 10-16g protein. The lunch Box believes that lunch should be made
specifically for a child. 664 calories may be too much for one child but not enough for
another. Parents and children should be able to tailor their school lunch to their specific
need not the needs of government standards.
The Lunch Box will prepare children with an appropriate lunch as designated by the
parent. Our goal with each lunch is to fill a hungry belly and power the mind for a
brighter day at school. This will be achieved by giving the parents and children the
power to choose their food.


In addition to providing a great lunch for your child, the Lunch Box will save you time!
Spend more time with your family. Have you ever wondered how much time do you
spend making lunch?
You can spend 10 minutes packing a lunch in the morning. It will take you 5 minutes to
order lunch for the week!
Lets do the math:
10 minutes / day x 5 days / week = 50 minutes per week
50 minutes / week x 4 weeks / month = 200 minutes/60min/hr=about 3.5 hours/month!


We could save you 3.5 hours a month. What could you do with an extra 3.5 hours?
Read, play a game, watch a movie, ride bikes, go for a hike, cuddle?!

I. Costs
1. Drivers and support staff
2. Storefront location
3. Transportation, vehicles, gas
4. Commercial Kitchen and all equipment: dishwasher, fridge etc
5. Coolers
6. Lunch Boxes and containers
7. Computer System for tracking
8. Employees
9. Utilities
10. Ingredients, business with vendor
11. Payroll
12. Insurance
13. Serv-safe certification for employees
14. Lawyer/legal fees
15. Formation of LLC

II. Marketing
Libraries, community centers, fitness centers, PTO meetings, restaurants, private
preschools, website, pediatrician offices, extracurricular programs, uniform stores, radio
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Comparison with Potential Competitors
There are other companies that offer a similar service. However, the majority of these
businesses are only available online and are limited geographically due to the nature of
the business. The Lunch Box will provide a storefront as well as online services to
families in Bergen County. Currently there are no lunch delivery services in Bergen
county, N.J. Our biggest competitor is the National School Lunch program (NSLP).
Schools participating with the NSLP are capable of offering lunch at a far lower cost to
parents. NSLP provides relatively nutritious meals to those who could otherwise not
afford them. However, school lunch is inferior in nutrition, quality and variety. Our target
customers in Bergen County are the 20
th
highest per capita income earners in the
United States. Our customers will receive personalized service tailored to their wants
and needs for their childrens nutritional health.

Listed below are online competitors. Many of these would not be considered a threat
since they are not equipped to provide services in our area. The lack of real competitors
indicates the need for our services in the Northern NJ area:
1. Inboxyourmeal.com, based in NY. Delivers smart and tasty meals for kids.
2. Expresslunchbox.com, based in MD. Purpose to give busy parents the ability to
provide fresh, nutritious meals to their children without going through the hassle of
packing lunch every night. Express Lunch Box is a division of Garrison Catering.
3. Thelunchmoms.com, created in 2004 by two local moms who realized that many
parents in Vernon, British Columbia were struggling to put together a nutritious and
tasty school lunch for their child.
4. National School Lunch Program-at participating schools. Offers lunch at a much
lower costs. Many school lunch programs are starting to provide an ordering option to
provide bagged lunches. Some parents may find this more convenient.
5. Choicelunch.com, Based in California. Purpose is to provide real, whole food to kids.
Giving parents and child the power to choose their foods.

Economics
The average Bergen County education level is higher than the state average and is
higher than the national average. As of 2010, the total population of Bergen County is
905,116, which is 2.38% more than it was in 2000. Bergen County, as of the 2000
Census, was the 25
th
-wealthiest county in the United States by median family income at
$78,079 (ranked fourth in New Jersey), 21
st
in per-capita income at $33,638 (fourth in
the state) and 18
th
nationwide in percentage of households earning more than $150,000
(fourth statewide).
The Bureau of Economic Analysis ranked the county as having the 20
th
-highest per
capita income of all 3,113 counties in the United States (and the fourth highest in New
Jersey) as of 2009. There were 335,730 households of which 32% had children under
the age of 18 living with them.




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IV. Pricing

One regular box costs $9.90 [appropriate for children ages 5-8], one large box costs
$11.90 [appropriate for children 8 and up]. We have created plans based on volume
discount : therefore, the more you buy, the more you save! So we encourage customers
to buy a plan.

Small Large
1 x week 9.90 11.90
2 x week 9.50 11.50 savings of .80/week

3 x week 9.25 11.25 savings of 1.30/week
5 x week 9.00 11.00 saving of 1.80/week

One time start up cost of $12.00 for cooler bag
Purchase of additional meals per week decreases overall costs.
Every 10
th
meal is free with the purchase of a new meal plan
More meal purchases, larger the discount
Minimum purchase of 1 meal a week for 1 month.

V. Legal Issues

The Lunch Box will operate as a Limited Liability Company (LLC) under the state of
New Jersey. The company will be managed by its five members, Erica Burdon, Angela
Misko, Jena Wood, Gila Greenbaum and Jessica Dean. All members will have equal
ownership 20% in the company and participate in the management of The Lunch Box,
LLC. We will nominate a registered agent within our company to officially receive and
send papers (state filing and service of process of legal action on our behalf. To be
nominated as our registered agent the nominee must have a physical address in the
state of New Jersey.

Business name
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In order to register our business as a trade name in the Bergen County we will contact
the County Clerks Office for Bergen County. As our business grows we will register our
trade name in each of the 21 counties in New Jersey so it will be covered statewide.



Taxes
Once we register our business we must pay taxes. Our business will register for tax and
employer purpose with the New Jersey division of revenue. We will obtain a Federal
Employee Identification Number from the IRS by filling out the SS-4 form. The State of
New Jersey will send pertinent forms and information that will be filled out.

License
We will contact the Business Action Center to obtain a license. It is not required in the
state of New Jersey to have a operation agreement but being a multi-member LLC we
will have an operation agreement drafted by a lawyer.

Health/Workplace/Environmental regulations
The Lunch Box, LLC will registered with the New Jersey State Department of Health
and pass any health inspections. We are committed to providing a safe and healthful
workplace under the Occupational Safety and Health Administration.

Insurance Coverage
It is our responsibility to address liability insurance. To provide unemployment insurance
and workers compensation we will register with the Division of Employer Accounts and
Division of Workers Compensation under the New Jersey Department of Labor and
workforce development. General Liability insurance will protect our business assets.
Typical policy will cover bodily Injury, property Damage, personal Liabilities (libel,
slander, copyright infringement, invasion of property or privacy, wrongful eviction, false
arrest), Advertising Liabilities (losses caused by your advertising), Legal Defense and
Judgments. We will also obtain auto insurance through the New Jersey Agents Alliance
Company.

D-U-N-S number
A 9 digit- unique identifier which is obtain through Dun & Bradstreet Corporation.
Important for getting approved for a business line of credit as well as getting more
publicity for our business, building credit and creating a positive reputation for our
business.

Zoning/Building code requirements
Our property will be zoned as commercial building. We will contact the local planning
agency in order to find out how property is zoned. We will then hire a local land attorney
to help us through the zoning process and ensure we are compliant with all rules and
regulations.

Lease Agreement
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Being a small business we will work with a broker to negotiate with the landlord a one-
to two-year lease with the option to renew.



VI. Inventory and Potential Suppliers

Initial Inventory:
Item Potential
Supplier
Details
Computer -Apple
-Dell
At least one desktop or laptop
computer will be necessary for
maintaining website and taking
orders.
Phone -Verizon
-AT&T
Phone needed for everyday
business needs, taking orders, and
placing orders.
Email account Email needed to alert customers of
any changes, to confirm orders and
other business needs.
-Gmail -Free; may need to purchase
business account if necessary
Printer -Best Buy Printing orders/receipts
Uniforms -Chefworks
-Superior
Uniform Group
-Headwear Aprons Coats
-Pants Slip-resistant shoes
Office Supplies -Office Max
-Staples

Website A running website is necessary for
customers to view offerings, prices
and to place orders.
-Weebly -Free (limited features)
-Intuit -Ability to create a website and online
store (allowing customers to pay
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directly through the website).
Kitchen Equipment
(large)
-Performance
Interiors
-Hobart
We will initially need:
-Oven/Stove Tables for prep
-3 compartment sink Handwashing
Sink
-Cabinets Dishwasher
-Refrigerator Drying Racks
-Cooling Racks Storage
Kitchen
Equipment/Utensils
(small)
-Kitchen &
Company
-Foodservice
Warehouse
We will initially need:
-Cutting boards Knives (varied)
-Blender Food processor
-Spoons/Spatulas Baking trays
-Thermometers Pots/Pans

Ongoing Inventory:
Item Potential Supplier Details
Produce
-Freshpoint market
-Sysco
-Jersey Fresh
Foods (local farm)
-The Market Basket

On a weekly basis we will need:
-Fresh fruits
-Fresh vegetables
-When fresh is not available,
frozen food may need to be
substituted or menu will be
changed
-Grains/Flour
-Meat/Fish/Poultry
-Dairy/Dairy Substitutes

Due to the nature of our business,
more than one food supplier will
most likely be used at a given time.
Reusable
boxes/containers
All meals will be packaged in
reusable and washable
containers with 3 separate
compartments.
-Eco-Takeouts -100% BPA Free
-Commercial Dishwasher Safe
-Highly Durable Polypropylene
-Microwave Safe for Re-Heating
-Reusable & Recyclable (#5)

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-Model EC-12-1: 9 x 9 3-
Compartment Food Container, 2.75
deep
-$48.99/Case (12) ($4.08 each)
-Reuseit Fit &
Fresh Bento Box
with Reusable Ice
Pack
-Microwave, top-rack dishwasher
and freezer safe
-BPA Free
-$9.95 each
Coolers
-Coleman $15
-Igloo




























Food Inventory will be based on 2 month cycle menu

2 day sample menu
Day 1:
The Original Tuna Salad Sandwich
Sweet ratatouille on rice
Orange Slices
A mystery goodie

Day 2:
Yogurt Lime Chicken
Broccoli Pasta Salad with Parmesan
Apple-Pear Cake
A mystery goodie

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VII. Organization Chart








VIII. Personnel

Employees
CEOs (also to serve as Registered Dietitians), Operations Manager, Office Manager,
Front Desk Secretary, Executive Chef, Prep/Line Cook, Utility Staff and Delivery
Personnel or Drivers.

Type of labor
The company requires positions of skilled, unskilled and professional labor.
Management positions will require skilled labor with appropriate education and
experience. All employees are held to a professional level of standards



Employee Hiring and Recruitment
Since our company has 5 co-owners, all positions will be selected through a joint hiring
process, requiring majority consensus. Ads will be placed online and in industry
publications for recruitment. The operations manager will select the qualified candidate
for the Box Assembly Assistants and Dish Room Worker, and Delivery Personnel or
Drivers. The office manager will select the ideal candidate for the front desk
position.The executive chef will be responsible for selecting the best candidate for the
line chef and prep position. All candidates will be screened according to their application
and resume. Qualifying candidates will be interviewed and hired if chosen, pending a
background check.
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Pay structure
Salary for CEOs (RDs), Operations Manager, Office Manager, and Executive Chef.
Hourly rate for Front Desk Secretary, Prep/Line Cook, Box Assembly Assistants and
Dish Room Worker, and Delivery Personnel or Drivers.

Schedules for hourly staff will be determined by management and may change slightly
depending on business needs. Management and RDs work as necessary.

Training requirements
Training will be provided for all newly hired staff. All newly hired personnel are required
to attend a New Employee Orientation to familiarize new employees with the facility and
services, as well as company guidelines. All employees must be serv-safe certified.

Contract workers or vendors
The outside contract companies we anticipate using will be for kitchen rental and
equipment, delivery van/truck repairs and/or purchases, vendors for food purchases,
vendors for cleaning supplies. Contract companies will also be used for accounting and
marketing purposes.

IX. Job Descriptions

CEO / RD
Job Description/Responsibilities:
CEO: Oversee all areas of The Lunch Box, defining the companys long-term and short-
term objectives, initiating all company policies and regulations, and responsible for
overall operations of the company.
RD: Develop and plan the lunch menu options for The Lunch Box services. The RDs
are responsible for providing nutritious, healthy, and balanced meals to clients.

CEO responsibilities include:
Meet with Managers and Executive Chef to determine overall goals and strategies for
each department
Work with Office and Operations Managers to hire management positions and
contractors/consultants
Negotiate with outside consultants to develop and achieve budgeting, marketing, and
legal objectives.
Perform public relations for the company through interviews with industry publications
and maintain high visibility within the target area.

RD responsibilities include:
Plan and create menus that are designed to provide optimal nutrition for school aged
children receiving catering services.
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Determine the nutritional value of the menu to best meet the needs of the clients, while
monitoring clients feedback and making changes accordingly to special needs or food
preferences.
Work closely with the Executive chef and cooks to ensure food provided is nutritionally
dense and balanced.
Stay current on research and trends in the dietetics field, to continually stay up to date
on menus and offerings with current nutritional research.
Obtain and evaluate client feedback on the services and food provided to ascertain
satisfaction and continually find ways to improve services and food of the business

Skills and requirements:
-Experience in upper management in food-related corporation
-Excellent written and verbal communications skills
-Exceptional interpersonal skills
-Bachelors degree at a U.S. regionally accredited university or college and course work
accredited or approved by the Accreditation Council for Education in Nutrition and
Dietetics (ACEND) of the Academy of Nutrition and Dietetics. Masters Degree a plus.
-Completed an ACEND-accredited supervised practice program at a health-care facility,
community agency, or a foodservice corporation or combined with undergraduate or
graduate studies
-Passed a national examination administered by the Commission on Dietetic
Registration (CDR).
-Completed continuing professional educational requirements to maintain registration.

Line Cook
Responsible for day-to-day meal prep, and other tasks deemed necessary by the
executive chef and management which include, but are not limited to:
All food preparation, cooking/baking
Proper heating, cooling, storage and packaging of food items
Keep accurate production records to monitor food usage and daily temperature logs
Cleaning and sanitizing of work stations including counters and all equipment used
Organizing meal count totals and prioritizing business needs to accomplish tasks in a
timely and effective manner
Assist with inventory and product procurement
Assist with all tasks as reasonably requested by management
Skills and Requirements:
-High School Diploma
-Previous food service experience required (ServSafe Certified preferred)
-Must be able and willing to work in a fast-paced environment
-Must be self-motivated and able to work independently as well as with a team
-Strong communication skills required
-Physical demands include ability to stand for long periods of time, ability to lift 30lbs. or
more



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Office Manager
Responsible for the day to day operations of running an office, and supervising front
desk staff. Work closely with CEOs to manage recruiting and hiring of management
positions. Duties will include:
Answering phone calls
Replying to email inquiries
Handle customer complaints
Create schedules for the staff
Create routes for drivers for deliveries
Purchasing office supplies
In charge of all Human Resource paperwork and questions from staff
Payroll
Skills and Requirements:
-At least 5 years of experience managing an office
-Computer skills including Microsoft Office with emphasis on Excel to input / update
data.
-Willingness and ability to manage a team.
-Must have excellent written, verbal, and customer service skills.
-Ability to learn various job functions quickly and efficiently.

Executive Chef
Responsible for all food production, and involved in development of lunch menus, food
purchase specifications and recipes. Superviser for line cooks. Develop and monitor
food and labor budget for the company. Other duties include:
- Ensures that high standards of sanitation, cleanliness and safety are maintained
throughout all kitchen areas at all times.
- Establishes controls to minimize food and supply waste and theft.
- Safeguards all food preparation employees by implementing training to increase their
knowledge about safety, sanitation and accident prevention principles.
- Develops standard recipes and techniques for food preparation and presentation
which help to assure consistently high quality and to minimize food costs.
- Evaluates food products to assure that quality standards are consistently attained.
- Establishes and maintains a regular cleaning and maintenance schedule for all kitchen
areas and equipment.
- Provides training and professional development opportunities for all kitchen staff.
Skills and Requirements:
Bachelors degree from four-year college or university; or four years related experience
and/or training; or equivalent combination of education and experience.Ability to interact
positively with supervisor, management, coworkers, members, and the public to
promote a team effort and maintain a positive and professional approach.

Operations Manager
Responsible for supervising all warehouse activities and employees, including delivery
personnel, box assembly assistants and dish room workers, to ensure smooth operation
and delivery of products. The manager must check each box prior to loading to ensure
all items ordered are being delivered. The manager must ensure organizational
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effectiveness by providing leadership for the organizations operational functions.
Working with the management team, the position also contributes to the development
and implementation of organizational strategies, policies and practices. Other duties
include but are not limited to:

Accomplishes warehouse operations by recruiting, selecting, orienting, training,
assigning, scheduling, coaching, counseling, and disciplining employees
Meets financial objectives by forecasting requirements; preparing an annual
budget; scheduling expenditures; analyzing variances; initiating corrective
actions.
Develops operations systems by determining product handling and storage
requirements.
Develops warehouse design by planning layout, product flow, and product
handling systems.
Maintains safe and healthy work environment by establishing, following, and
enforcing standards and procedures and complying with legal regulations.
Skills and requirements: Bachelors degree, minimum 4 years experience as manager,
Must be able to function in leadership and managerial capacity.

Utility Staff
Responsible for assembling lunch boxes on the line to include appropriate utensils,
napkins, condiments, entre, dessert, and drink ordered based on menu ticket.
Assembly assistants will load delivery trucks with finished boxes on a timed schedule.
Responsible for re-stocking the line with utensils, napkins, and condiments. The dish
and general utility position is responsible for maintaining cleanliness and sanitation
standards for china, glassware, tableware, cooking utensils, etc., using machine and
manual cleaning methods. This position also ensures the dishwashing area is
maintained as a clean, safe and sanitary facility. Primary duties and responsibilities
include:
Sort and rinse dirty dishes, glass, tableware and other cooking utensils and place
them in racks to send through dish machine
Sort and stack clean dishes. Carries clean dishes to cooks line and other proper
storage areas. Rewashes soiled dishes before delivering.
Change dishwater in dish machine every hour.
Wash pots, pans and trays by hand.
Remove trash and garbage to dumpster.
Set up or break down dishwashing area.
Clean and roll/unroll mats.
Fill/empty soak tubs with cleaning/sanitizing solutions.
Sweep/mop floors.
Assemble/disassemble dish machine.
Sweep up trash around exterior of facility and garbage dumpster.
Wipe up any spills to ensure kitchen floors remain dry and
Must notify Manager anytime dish machine wash or rinse cycle falls below safety
standard temperatures.
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Skills and requirements: Ability to lift and carry racks or stacks of dishes, glassware and
other utensils, weighing up to 30 lbs. Ability to lift and empty trash cans weighing up to
50 lbs. Frequent bending, stooping, reaching, pushing and lifting.Must be able to read
and knowledge of workplace safety procedures. High School Diploma or GED.

Delivery Personnel/ Drivers
A clean driving record: Safety is our priority. Youll also need a valid drivers license,
insurance and reliable vehicle.
- Friendly demeanor: Smile, tell a joke treat our customers like you would your family
and friends.
- Keen sense of direction: You should know how to read a map and find your way
around your delivery area.
- Age restrictions: Our delivery drivers need to be at least 18 years old.
- Dress the part: Well provide you with a uniform. We just ask that you keep it clean and
come to work wearing it.
- Just a few more things: Youll need the desire to work as part of a team and
enthusiasm for learning.
Keep in mind, this is just basic information. Youll find out more after you apply.

X. Financial Plan

See the attached Excel File for Start-up Budget

Break-Even analysis for The Lunch Box (TLB)

1. TLB will be profitable in month one due to the capital investment from founders.
2. 85% of months 1 and 2 profits will be re-invested.
3. After month 2, 25% of profits will be re-invested into business.
4. At month 4 owners will start to draw from the profits
5. TLC at month 6 will profit $10,638 not including the reinvested capital .
6. TLC at the 12
th
operating month, with a YTD net profit of $35,826.00, not including
the re-invested capital as seen on start up budget projections.
7. Each month the client numbers are projected to increase by 36.
8. Food costs expenses are directly affected by client base
9. 2 FTE employees will be hired to assist in day to day operations
10. Each founder will invest $2000 as startup capital. Total capital totaling $10,000 By
year 2, owner salaries are expected to increase. Salaries will be determined at that
time.
11. By year 3, accumulated profits are projected to be $414,770.00






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3 Year Projection

3 year profit projection Year 1 Year 2 Year 3
Revenue $60,960.00 $121,920.00 $182,880.00
Expenses $25,134.00 $50,268.00 $75,402.00
Monthly Profit $35,826.00 $71,652.00 $107,478.00
Profit to date $235,640.00 $307,292.00 $414,770.00

XI. Marketing/Advertising Plan

The Lunch Box will build loyal clientele through advertising referral marketing and
customer retention.
1. Printed Marketing Materials: this includes business cards, brochures, and printed
advertisements.
2. Company Website: offers customers the ability to sign up for service online, and view
our products, menus and pricing. It includes the company description and contact
information, as well as an e-newsletter/blog and nutrition tips. In the future, the website
will be expanded to include events and virtual tours of the business. The website
currently provides links to our other social media sites and has a section for comments
and feedback. (http://www.thelunchboxplan.weebly.com)
3. Radio: TLB will advertise through local NY/NJ radio stations such as Z100, using
advertisements, and possible guest interviews.
4. Magazines: we will advertise in magazines targeted towards professional women,
and health including Womens Health, Parenting, and Working Mother.

Social Media
5. Facebook Page: offering Facebook only promotions to encourage friends to share the
website and keep up to date on the company. (Link:
https://www.facebook.com/thelunchboxplan)
6. Follow The Lunch Box on Twitter: facilitates communicating between the company
and member base, letting them know about exciting new menu items. We will also
encourage customers to tweet about themselves, and share photos of their children with
The Lunch Box products. (Link: https://twitter.com/TheLunchBoxPlan)
7. TLB Blog: Our own blog, which will be included in the Nutrition Blog Network (written
by RDs) incorporated onto weebly site.
8. Mobile App: We will create an app (compatible with both Iphone and Android
systems) that customers can use on the go



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Word of Mouth
9. The Lunch Box will also use word-of-mouth advertising through fellow RDs in Bergen
County, friends and family, and current customers. As an incentive, current customers
who refer other customers will receive a free week of TLB service.
10. Bumper stickers for customers to put on their vehicles, advertising that they are
proud consumers of TLB

Bergen County Advertising Locations
11. Professional and local businesses: we will send marketing materials to local
businesses to feature our services. Businesses include pediatrician groups, Bergen
County libraries, and the Jewish Community Centers in Tenafly and Paramus NJ.
12. We will promote TLB with marketing materials at local gyms and fitness centers,
especially facilities with child care, including all 24 hour fitness locations, The Gym in
Englewood, NJ, and Hackensack UMC Fitness and Wellness.

Partnerships
13. TLB will purchase ingredients from local business and farmers markets. We will
form partnerships with local small businesses, such as B&M Meat Market in Park Ridge,
NJ and Hackensack Supply Company, which is a food and supply company in Bergen
County, to promote our products and service. For example, we will work with farmers
markets in Bergen County (located in Hasbrouck Heights, Paramus, Englewood and
Fort Lee) to give demonstrations of our menus, which will also allow us to promote our
services.

Floor Plan: Please see the attached PDF file











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XII. References

1. Alice Waters What You Need To Know About School Lunch Programs.
Retrieved from
http://www.thelunchbox.org/sites/default/files/Know%20About%20School%20Lun
ch_Final_Single%20Page.pdf

2. Bergen County, NJ. 2014. Retrieved from www.co.bergen.nj.us

3. Bergen County Private Schools. 2014. Retrieved from
http://www.privateschoolreview.com/county_private_schools/stateid/NJ/county/34
003

4. Centers for Disease Control. Overweight and Obesity Trends Among Adults. 5
Aug. 2008 retrieved from www.cdc.gov

5. How to Start an LLC. 2013. Retrieved from http://howtostartanllc.com/new-jersey-
llc

6. National School Lunch Program. 5 Aug. 2008. www.fns.usda.gov/cnd/lunch.

7. The Official Web site for the State of New Jersey. 2014. Retrieved from
www.nj.gov

8. Score for the Life of your Business. 2013. Retrieved from www.score.org

9. U.S. Small Business Administration. Retrieved from www.sba.gov