Startup Example Essay

1544 words - 7 pages

APPENDIX
Service Comparison
Existing Companies
Where
Edge
Brand
Promotion
InstaCart
SF Bay, Chicago
Same day delivery, low delivery cost, personal shoppers, annual membership options
Safeway, Costco, Wholefoods, Dominick’s
14 day free trial on annual memebership plan that deliver orders over $35
AmazonFresh
Seattle, Los Angeles
Non-grocery item offering, subscribe and save option, free shipping for Amazon Primes members
N/A
Prime Member: 90 days free service charge, free same day and early morning deliveries
Safeway
AZ, CA, Dist of CO, Maryland, OR, VA and WA
Club card discount, large selection, temperature control truck
Safeway
BOGO deal
Free shipping when buy 5 ...view middle of the document...

99. Regular discount: $20 off $50 and 25%-50% off certain brand
RelayFoods
Central and Nothern Virginia, District of Columbia and Maryland
Local organic produce and products from restaurants
NA
Shop by categories, discount on organic version of the pesticide-heavy Dirty Dozen

Delivery Comparison
Company
Availability
Markup
Minimum Order
Standard Charge
Delivery Restrictions
Same day delivery
Food Limitations
Schwans
National
N
?
$1.75
M-S any
N
Schwans Only
Amazon
National
N
No ?
S&H
Fedex Schedule
N
No fresh foods
Greenling
Major Metro TX
Y
$25.00
$10+
Route restrictions
N
Yes, website only
Artizone
Dallas & Chicago
Y
No
$5.95
Route restrictions
N
Yes, website only
Instacart
National Major Metro
Y
No
$7.99
Grocery Store Availability
Y
None
Bumpy
Major TX Metro except Dallas
Y
No
$6.99
Grocery Store Availability
Y
None
Industry Analysis

Average annual expenditures:
US
DFW
Average annual expenditures
$50,581
$57,144
Food
6,529
7,150
Food at home
3,880
4,141
Cereals and bakery products
534
569
Meats, poultry, fish, and eggs
843
980
Dairy products
413
416
Fruits and vegetables
723
735
Other food at home
1,367
1,442
Food away from home
2,649
3,009
Opportunities at a glance

Unique Value Proposition

Competitive Analysis

Financial Projection
Year
1
2
3
4
5
Revenue
159,240
1,075,420
4,418,600
18,159,080
74,630,550
COGS
138,000
639,600
2,723,760
11,294,400
33,618,000
Gross Profit
21,240
435,820
1,694,840
6,864,680
41,012,550
Operating Expenses
107,643
289,545
881,603
3,314,893
13,315,433
Net Income
(86,403)
146,275
813,237
3,549,787
27,697,117
Breakeven Analysis

Initial Budget
 Description
Cost
Registration and Legal
$300.00
Initial background research
$19.45
Web hosting and registration
$67.52
Branding
$169.99
Uniforms
$258.83
Lease
$4,200.00
Initial grocery expense LOC ($5000 @20% APR)
$92.25
Computer programmer(s)
$60,000.00
Advertising
$33,562.50
Total
$98,670.54

Milestones

BUSINESS PLAN (draft)
The company:
Fresh BASKET ®
~Your kitchen delivered~
We offer groceries delivery to customers within the Dallas Metropolitan area. We feature farm fresh and non-frozen items from well known local stores such as Sprouts, Central Market and Market Street. Fresh BASKET provides a unique experience to busy customer who would like to add “healthy” back to their daily meal.
Prefer unfrozen meat, farm fresh vegetables on your dinner table? Let us help to “healthify” your meal.
Just realize that you forget a couple items to your recipe for tonight’s dinner while you are in your office? Let us bring them to your desk.
Running home late from work and dread getting in and out your local store and standing in line? Let us meet you at your doorstep.
Areas that we serve: North Dallas, Richardson, Plano, Allen, Garland, Addison
Targeted customer: health-conscious...

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