House Café

1.1 Objectives

 Steady ticket sales over $1M during the first year and ultimately meeting projected revenue of nearly $2.4M at year three.

 Personnel costs less than $600K the first year.

 Exceptional revenues from our food menu and concessions.

 Profitable in the first year, with net profits increasing each year.

1.2 Mission

The mission of the Movie House Café is to offer a new and unique theater experience for movie-goers of all ages in the Southern Maryland region that will create an extraordinary level of entertainment value through quality presentation of first and second run movies and featuring a superior menu while maintaining a small town atmosphere. Our local patrons will watch their desired movie in comfort at a competitive price within a short distance from their home. Movie-goers from Charles County and neighboring counties have never had the convenience of a combination movie theater and restaurant in the past. Our snacks, beverages, and quality of main course meals will be reasonably priced.

Our staff will be pleasant and courteous, and will focus on giving the customer a pleasurable and memorable experience. The customer service level will be so superior compared to the megaplex theaters our potential customers currently frequent that they will bring friends and family from all over the region to take pleasure in a theater setting second to none.

We acknowledge that employee welfare is essential to the success of the Movie House Café. We will offer our staff the utmost respect, fare wages and benefits that will allow them to grow into positions of responsibility within a fun and rewarding establishment.

Our investors will see a lucrative return on their money, and will have the opportunity for growth and prosperity with our company.

We will be a contributing and supportive member of our community.

1.3 Keys to Success

 Money-back guarantee restricted to providing the freshest food to the customer.

 Our commitment to excellent customer service, food, and beverages at all times.

 Selections of films such as adventure, comedy, drama, etc. will be based on target market demand and viewing audience.

 Manage finances and cash flow internally for future capital growth and maintain stringent control of all costs.

2.0 Company Summary

The Movie House Café, a full service movie theater with three screens and a capacity of 432, will offer restaurant-style meals served at the theater seat. The Movie House Café will be centrally located in Waldorf, population 22,338, the largest city in Charles County, Maryland with a population of 137,341, on a major thoroughfare thirty minutes from Washington, D.C. Our focus will be on providing a unique movie experience and quality meals via an extensive menu.

2.1 Company Ownership

The Movie House Café is a privately held Maryland Limited Liability Company (LLC). Shirley and John Flores are the founders and majority owners. Two outside investors will hold minority stock positions as private investors.

2.2 Start-up Summary

The main investors and operators of the theater are Shirley and John Flores. Shirley has experience managing personnel, payroll and inventory as well as interaction with customers during her tenure as co-owner of a furniture store for nearly ten years. In this new venture, she will focus on all financial matters. Shirley will graduate from Strayer University with an MBA in March 2010. John has 23 years combined experience managing personnel in the military and in his civilian job. He will retire from his current government position and work full-time at the movie house and focus on personnel and customer service issues. Shirley only has 3 years experience at a drive-in theater so consequently two other investors/partners with actual movie theater and restaurant expertise are being brought into this venture. Each partner has worked over 10 years in corporate operations in charge of overseeing distribution, sales, and promotions at various AMC Theatres in the Mid-Atlantic region. They established relationships with key industry people in the restaurant and movie media worlds. These investors will become partners by contributing a significant amount of capital and by sharing their knowledge of and experience in these two industries that will make the Movie House Café a success. The costs for the theater location lease will be $12,500 per month and a portion of the theater will be equipped as a restaurant. Profitability is determined to be at the one year mark. Shirley and John will provide the initial capital of $500,000 from personal savings to start up the theater. The investors will contribute $150,000 each. Estimated start-up costs include all expenses which will be incurred prior to opening day.

Chart: Start-up

3.0 Services

The Movie House Café will provide stadium seating with custom-designed reclining seats that are comfortable and functional for dining while watching quality movies. Each seat will have its own attached table which is stored neatly to the side after dining. Movie selections will be made by management that will consist of a blend of first run and second run movies for their respective target markets of all ages.

A selection of reasonably priced snacks and beverages as well as our meal menu will fulfill our patrons' movie and meal experience (see Figure 1). Customer service is important to the operation of our theater and only personnel with the best customer service skills will be hired. Attentive and courteous service provided by our floor staff will generate return clientele which is what Movie House Café is striving for. Two managers will be on duty each night; one will be dedicated to the kitchen and providing the highest level of quality food possible in a timely manner; the other will be actively working the dining area, greeting and speaking with customers about their experience. The Movie House Café has a customer service policy which will ultimately