Business Plan Table of Contents
1.0       EXECUTIVE SUMMARY	1
1.1       The Opportunity       1.2       Objectives    1.3       Mission                          1.4       Keys to Success             1.5       Financing	2 2 2 3 3
2.0       COMPANY OVERVIEW	5
2.1       Company Highlights      2.2       Company Ownership    2.3       Start-up Summary        2.4       Company Facilities	5 6 6 7
3.0       CRÊPE OFFERINGS	8
3.1       Fantastic Food 3.2       Phenomenal Prices        3.3       Superb Service 3.4       Amazing Atmosphere	8 8 9 9
4.0       MARKET ANALYSIS	10
4.1       Opportunity Analysis    4.2       Description of Target Markets  4.3       Location Analysis         4.4       Restaurant Industry Overview   4.5       The Rise of “Fast-casual”          4.6       The Restaurant Industry Today : The Numbers  4.7       Future Trends & Strategic Opportunities           4.7.1    Income Trends 4.7.2    Dietary Trends  4.8       Competitive Comparison	10 10 12 13 13 14 15 15 16 16
5.0       MARKETING	18
5.1       Marketing Strategy       5.2       Advertising and Promotions      5.3       Advertising Schedule	18 18 20
6.0       OPERATIONS	21
6.1       Standard Operating Procedure (SOP)   6.2       Technology       6.3       Security            6.4       Food Specifications      6.5       Cooking           6.6       Inventory          6.7       Human Resources         6.8       Employee Training & Education            6.9       Systems & Controls	21 22 22 22 23 23 23 24 24
7.0       MANAGEMENT & ORGANIZATION	25
7.1       Founders          7.2       Advisors           7.3       Compensation & Incentives      7.4       Consultants & Professional Support Resources 7.5       Management to be Added        7.6       Management Structure & Style	25 26 27 27 27 27
8.0       LONG-TERM DEVELOPMENT & EXIT STRATEGY	29
8.1       Expansion         8.2       Exit Strategy     8.3       Risks	29 29 29
9.0       FINANCIAL DATA, PROJECTIONS, & INVESTMENT	30
9.1       Important Assumptions and Projections 9.2       Funds Required            9.3       Shares Offered and Price          9.4       Distributions (Dividends)	30 30 31 32

APPENDICES

33

Appendix I.        Dining Survey ofPalo Alto Residents and Professionals Appendix II.       Menu Survey of Palo Alto Residents and Professionals  Appendix III.      Sample Menu   Appendix IV.      Food Snapshots           Appendix V.       City, County, and State Data    Appendix VI.      Bay Area Fast-Casual Success Stories & Numbers       Appendix VII.     A Brief Glimpse into Downtown Palo Alto        Appendix VIII.    A Typical Lunch Hour on University Avenue     Appendix IX.      Sample Floor Plans       Appendix X.       Marketing Expenses     Appendix XI.      Competitive Overview  Appendix XII.     Management Resumes  Appendix XIII.    Financials (must be purchased separately)