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I. EXECUTIVE SUMMARY

Description of Business

Five Guys burgers is a Burger Grill that provides customers with real, wholesome Burgers and Fries

made from only fresh lean beef and freshly cut potatoes, served in a family-friendly environment and at a

great value. Employees are dedicated to providing the best hospitality in the business through training with

an emphasis on customer service. Five Guys and its employees also share a corporate vision in the franchise

world, which remains to be the leader in the fast food segment, and to sell the best quality burgers possible.

To sell the best burger possible, Five Guys focus on Quality, Service, and Cleanliness, to every guest, at every

restaurant, every day.

Proposed Financing Plan

Franchising a Five Guys requires $500,000 to start up. I will borrow $500,000 using SBA's Commercial

Mortgage, with a second Commercial Loan at $728,130. One loan will cover working capital and the other will

be for the lot and construction. The business will be owned and operated as a limited liability company, with

the balance of capital from family members.

Fast Facts about Five Guys:

- There are over 250,000 possible ways to order a burger at Five Guys. - We use only fresh ground beef. - There are no freezers in Five Guys locations, just coolers. Nothing is ever frozen.

Four Areas of Focus:

- Serve Only fresh food - Great Value - Keep our employees highly trained

Company Objectives

- Give our customers the best bang for their buck - Keep it simple and server the best ingredients possible 2 II. Description and Analysis of Business Situation

A. Rationale and Marketing Research

A franchised business has a significant advantage over independent businesses because of its

established reputation and branding draw potential customers and will therefore build a strong clientele

base faster. Performance statistic indicates long term growth is more favorable for Five Guys, who leads all

other fast food restaurants serving burgers.

Fast Food Industry 2011 (www.restaurant .org)

- Expected to generate sales in excess of $600 billion - 75% of adults are trying to eat healthier foods - 57% of consumers are most likely to visit a restaurants that contributes to charities and the local community - 78% of adults agree that restaurants provide an opportunity to socialize with friends and family by eliminating the cooking and cleaning up of a meal at home In Southwest Oregon, the most populated county is Jackson with a population of 203,206. The largest

city is Medford, with a population of 63,154. The Rogue Valley is home to over 40 different elementary,

middle, and high schools, and is one of the top ten destinations for retirement homes, with over 50 different

independent retirement communities. Furthermore the Rogue Valley is home to the largest sports complexes

in Oregon, this brings in not only local, but regional and national types of sporting events. Across from the

purposed Five Guys location, there is an Armory, which brings clientele for events such as concerts and MMA

fighting. Two blocks away, the world renowned Harry and David is located. This factory employs over 4,000

people. About 1/3 of residents live in a radius of 15 miles. This leaves 2/3 of the valley's population living

within ten miles of the proposed location. With light traffic and easy interstate access the entire target

audience can to Five Guys within 10 minutes of driving. The average family in the Valley is two parents

household, about 35 years of age with children in school. The average child (school age) spends 5-10 hours on

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extracurricular clubs and projects, because of this the average family eats out 4-5 times a week, and fast food

two times a week.

Five Guys is known for providing customers with really wholesome burgers and fries, with no trans fats

and only fresh ingredients. The demographics show that competition in the area, with a total of five other fast

food restaurants in the surrounding areas, Five Guys have to benefit of being one of the national best burgers.

Oregon represents an ideal location for this prospective business that will generate above average income for

the population since and will provide the Valley with a great new burger.

B. Introduction

Fiǀe Guy's is known for providing a great burger served with a mean side of fries, while keeping

everything else simple (décor). They operate over 250 individual locations in more than 19 states. With over

1,500 locations under construction Fiǀe Guy's is edžpanding quickly; becoming the top burger in the US without

diluting the success of existing locations by carefully analyzing demographics. The operating hours are as

follows: 7 Days a Week from 11:00AM - 10:00PM.

Fiǀe Guy's focuses on giving the costumers the best burger possible and not holding anything back,

giving the option of over 15 toppings; a customer can build a burger to fit their taste. Five Guy's spends little

money on décor and would rather give back to employees. Fiǀe Guy's gives 3.5% of net profit to employees all

over the United States each year in the form of bounces. Fiǀe Guy's believes that if a shift crew can do a great

job and is keeping costumers happy then they should be rewarded. This year alone they will award 12 million

in bonuses.

C. Self-analysis

As a scratch golfer I know what it takes to work at something. To become a scratch golf you have to

spend all the time you can at the range and work at something that is mostly a mind game. Because of this I

have learned self-management, dedication, and determination. Though DECA I have learned teamwork with

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my State Officer team. As a student that is limited to marketing and financing classes, I use DECA as a way to

further my knowledge. I have also participated in DECA at a local, state, and national level, which has helped

me a gain a great deal of self-confidence, along with proving me with a great deal of knowledge about

business. With my high school experience and proven success in both DECA and golf, I believe once I obtain

my bachelors and masters, I will be able to successfully locate myself in the business world.

D. Analysis of the business opportunity

According to the 2010 Jackson County census, Medford has a population of 74,907, with an average annual growth rate of 1.9%. An average age of 35 which is idea, Because we are looking for people on the go, families with school age children, young working class citizens and sports enthusiasts being our target audience - all groups making over $20,000 a year. The prospective location of the future business will be on the corner of Stewart Ave and Highway 99. We are located .5 miles away from the newly built South Medford Intersection on Interstate 5. This

intersection not only provides steady traffic flow and convenient access point onto highway 99, making this

the primary highway connecting local communities. The location and access to the highway and interstate

allow for driving time to be less than 15 minutes no matter where in the valley you are located. This location

was strategically chosen because of the distance from the Medford Armory, which hold a variety of concerts

and family events, three blocks away; Harry and David headquarters and factories, a half mile away; the Rogue

Valley Medical Center, 1.5 miles away; several little league fields; 3 golf courses; a professional ice hockey rink

and, U.S Cellular Sports Park, Oregon's largest sport center. In addition, future developments around the

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intersection include a water park, additional lodging, +100 million commercial/industry complex, and a Wal-

Mart Supercenter, all within 1.5 miles of my business. Direct competition in the area consists of Taco Bell, Quiznos, Subway, Carl's Jr, and Arby's. These

restaurants are well known as fast food options that do not provide the same level of quality or service as Five

Guys. Indirect competition is McGrath's Fish house, Shari's, Starbucks, and Fred Myers. These businesses are

more of a sit down dinner, or a fast sandwich on the go.

E. Proposed organization

Fiǀe Guy's business will be run as a limited liability company (LLC)- ͞Wallace Θ Associates LLC"-with

liability to the corporate assets owned by the LLC. Therefore, claims or lawsuits against the business will not

threaten the personal assets of the LLC's members. There will be two assistant managers focusing primarily on

food preparation, and employee scheduling to ensure everything runs smoothly. In addition, there will be an

estimated 3 full-time employees and 10 part-time employees that will be hired based on personal attributes

and previous work experience. All employees will undergo training in person and online to ensure that they

understand Fiǀe Guy's philosophy and edžpectations.

III. PROPOSED MARKETING/PROMOTION PLAN

A. Proposed product or service

There is nothing like Fiǀe Guy's in the Rogue Valley, no other place will let a customer pile a burger or

hot dog high with fresh ingredients on at a fixed rate. Furthermore the Valley needs a fast food place that is

freezer free, and cooks with 0 trans fats. Fiǀe Guy's lets a customer choose from over 15 different toppings

Fiǀe Guy's Keeps keep's the menu simple, making it easy to give you the best burger or hot dog you can ever

have. Five Guy's allows you to choose from a type of burger, hot dog, or Veggie sandwich; with the side order

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of French fires cooked in peanut oil and a drink. Because of the choices given, it makes it easy to cook in

quantities and to make sure that you are getting the best burger. Five Guy's feels that you shouldn't go

hungry, so to add to the atmosphere, peanuts are provided for you to eat while you wait.

B. Proposed pricing policy

The pricing of products or services provided by a business is critical. If the pricing is above the

perceived value, customers will look elsewhere. If the pricing represents fair value but is beyond the means of

the target clientele, customers will be priced out of the market. In the case of a single food fast food

restaurant, a reasonable metric use is that an average working class citizen is willing to spend about $10 to

$15 on an enjoyable lunch, while the average family is willing to spend $20 to $30 on the same meal.

Considering this criteria, Fiǀe Guy's has established a pricing policy that accommodates customers of all

economic classes. Fiǀe Guy's burgers are set at a fixed price - Each customer is charged a fixed no matter how many

topping are wanted. A normal hamburger cost $5.39. If a cheese burger is ordered is will cost .60 more, and to

add bacon it will cost .90 more -all exclusive of beverages and fries. Beverages will add $1.99, and fries, $2.99.

Children may choose from burgers that are not as large and are made from smaller patties, these can range

from $3.89 to $5.39; while hot dogs cost $3.59.

This type of pricing policy has been proven to be the most successful for this type of fast food. The

price is affordable and favorable to the average working class citizen that understands how much is takes to

build good burgers like these. McDonalds and Burger King has similar pricing, but Fiǀe Guy's has the benefit of

grilling fresh beef and using only fresh ingredients. These fast food chains cannot compete with the quality of

Fiǀe Guy's.

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C. Personal promotion

Fiǀe Guy's provides quality, fresh, burgers and fries in a clean, simple, attractive environment. The restaurant

storefront, layout, and lighting are all designed to be attractive and establish a simple but food friendly feeling.

We provide wood tables and chairs; this style keeps a customer focused on the food. Being more of fast food

restaurant, orders are taken at the counter, while food is being cooked and you can wait at a table. Food is

served in brown paper bags, fries in a cup and burgers wrapped in tin foil. This is all designed to keep you

focused on the food, making sure that you can fully enjoy the different flavors in each bite of a burger. Décor

D. Nonpersonal promotion

Fiǀe Guy's Burgers main non-personal promotion is to get customers to try the burgers. The objective is

to get each person to try their first Fiǀe Guy's burger and leave with a positive experience that will create a

long-term clientele. Fiǀe Guy's advertising is mostly coordinated by the main corporate office and

communication to franchisees. The most that is spent on adverting per each year is 1.5% of all net profit. Local

promotions are done at the discretion of the franchise We plan to use the Mail Tribune and local popular radio

stations. Among the anticipated local promotion that ͞Wallace Θ Associates LLC" intends follow:

Word of mouth: Fiǀe Guy's is a large franchise and when people start to hear that you have good food

and its right off I-5 clientele are more willing to stop and try a burger. Getting people in the door by word of

mouth is the fastest way found to get people to the best burger in town.

Billboard: with four new locations opening each week it is easy to hear about Fiǀe Guy's and know that

they have the best burgers in town. Many of the new locations are popping up along the I-5 corridor. Because

of this it is easy to get people to stop in when your only .5 miles from the off ramp of the highway. Making a

billboard is a great way to get traveling families into the restaurant to get a great burger. 8

E. Place:

All of the food prepared in Fiǀe Guy's is delivered and provided based on pre-established delivery

schedules coordinated by the main corporate office. Because of the number of Fiǀe Guy's franchises, fresh

food and produce is purchased in such bulk as to create below market pricing while proving premier quality

foods. This allows the cost of the goods to be minimized and allows Fiǀe Guy's to prepare great burgers for a

fraction of the price normally paid by its customers in the grocery store.

IV. PROPOSED FINANCING PLAN

A. Projected income/cash flow

Fiǀe Guy's estimates that the sales reǀenue for the first year franchisee of the size restaurant intended

will be $1.5 million. Furthermore, Fiǀe Guy's estimates that 2nd and 3rd year revenue will increase by 5 % each

year. ͞Wallace Θ Associates LLC" will create this growth by generating a loyal clientele, having a strong

presence at major regional events, and by heavily advertising on billboards and with radio ads. The

information in the tables is from analysis done with the assistance of Crater DECA Advisor Mike Rogan.

Detailed Financial Data for Fiǀe Guy's

Franchise Startup Cost

Franchise Fee $25,000.00

Building Construction $440,500.00

Equipment $74,500.00

Operational Cash flow $400,500.00

Total Start-up cost $940,500.00

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This financial estimate is calculated from Fiǀe Guy's corporate website data from new franchisees and

industrial benchmarks. Operational cash flow includes franchise start-up expenses as well as ongoing

operations and payroll expenses for an estimated 2 to 3 months after start-up. The initial gross sales (͞Burger

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