Organic Nation, Page 2
Phil Wohl
The plan was for the first Organic Nation location in East Meadow to be cash flow positive be the end of year two, but the old “lightning in a bottle” theory quickly took hold.
Organic Nation Business Plan
Executive Summary
Organic Nation (ON) is a new, primarily carry-out restaurant located in Long Island, New York. ONs emphasis will be on organic and creative, healthy ethnic food. An emphasis on organic and natural ingredients is based on Organic Nation’s dedication to sustainable development. Additionally, the restaurant procures primarily local foods, reducing their dependence on fossil fuels used during transportation.
Services
Organic Nation offers Long Islanders a fun, healthy place in a town square environment. Chef Maggie Paget has trained in various organic regions of California and Arizona, and brings creative flair from her years as a display artist at Trader Joe’s. Organic Nation’s menu, created by Joe Margolis, is an eclectic mix of various New York ethnic groups, creating a United Nations-like offering. Paget and Margolis emphasize dishes that are both delicious and healthy.
Customers
Organic Nation believes its target market can be segmented into three groups:
GROUP ONE
HARDCORE VEGANS, VEGETARIANS, ORGANIC ENTHUSIASTS
GROUP SET
150,000 PEOPLE
GROUP CHARACTERISTICS
THESE PEOPLE RECYCLE, DRIVE HYBRID VEHICLES AND TEND TO UTILIZE RENEWABLE ENERGY SOURCES.
GROUP TWO
GREEN ENTHUSIASTS ATTEMPTING TO MAKE THE TRANSITION TO A HEALTHIER LIFESTYLE
GROUP SET
500,000 PEOPLE
GROUP CHARACTERISTICS
THESE PEOPLE GENERALLY MEAN WELL BUT HAS NOT HAD THE TIME OR THE DRIVE TO MAKE A FULL, GREEN CONVERSION.
GROUP THREE
THE MAINSTREAM
GROUP SET
750,000 PEOPLE
GROUP CHARACTERISTICS
SUV-DRIVING, GAS-GUZZLING, FAST-FOOD EATING, NON-RECYCLERS. THIS GROUP WOULD NOT FREELY ADMIT TO FREQUENTING THE RESTAURANT, BUT THE GNAWING CURIOSITY AND DESIRE TO LIVE LONGER WOULD OVERRIDE ANY “GREEN” EMBARRASSMENT.
